Global vs local brands: How home country bias and price differences impact brand evaluations

• Main Authors: Warat Winit, Gary Gregory, Mark Cleveland, Peeter Verlegh
• Format: Journal
• Published: 2018
• Subjects: Business, Management and Accounting; Economics, Econometrics and Finance
• Online Access: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84897952463&origin=inward; http://cmuir.cmu.ac.th/jspui/handle/6653943832/53312
• Institution: Chiang Mai University

Purpose: The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership. It examines main and interactive effects of consumers' perceptions of these factors,...