The paper aims to broaden the knowledge regarding consumer attitudes towards global brands and to determine whether these attitudes can be ‘used’ as segmentation criteria. The paper, firstly, identifies a number of dimensions that have been used to analyse consumer perceptions of global brands; secondly, a cross-country analysis carried out in three countries examines the selected factors related to both national and cultural consumer context and to consumer brand equity. Through a multiple correspondence analysis and a cluster analysis, the paper identifies distinct and fresh groups of consumers which are good indicators of existing market trends.

Identifying new segments from a global branding perspective: a three-country study

PALAZZO, MARIA
;
VOLLERO, AGOSTINO;SIANO, Alfonso
2016-01-01

Abstract

The paper aims to broaden the knowledge regarding consumer attitudes towards global brands and to determine whether these attitudes can be ‘used’ as segmentation criteria. The paper, firstly, identifies a number of dimensions that have been used to analyse consumer perceptions of global brands; secondly, a cross-country analysis carried out in three countries examines the selected factors related to both national and cultural consumer context and to consumer brand equity. Through a multiple correspondence analysis and a cluster analysis, the paper identifies distinct and fresh groups of consumers which are good indicators of existing market trends.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4679014
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