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The fashion sector in Bandung is experiencing a significant growth of global brand existence. It is indicated with the presence of many global fashion stores in attended traffic places. This condition intensifies the competition between global and local brand. As people are accepting global brand, l...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/14056 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The fashion sector in Bandung is experiencing a significant growth of global brand existence. It is indicated with the presence of many global fashion stores in attended traffic places. This condition intensifies the competition between global and local brand. As people are accepting global brand, local brand have to identify a particular approach to stop bigger market share reduction. <br />
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This research contributes toward this issue by investigating factor that influence Bandung people in selecting between global and local fashion brands.This study focus on three factors, namely prestige, quality, and consumer ethnocentrism. Using survey, this study identifies the factor which are stronger in global brand and those which are stronger in local brand. |
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