BRAND ORIGIN AND ITS IMPORTANCE IN A GLOBAL BRAND STRATEGY

John Fitzgerald, Keiser University, Ft. Lauderdale, FL, U.S.A.
Yan Luo-Beitler, Keiser University, Ft. Lauderdale, FL, U.S.A.
Matthias Eggertsson, Keiser University, Ft. Lauderdale, FL, U.S.A.

Published in

INTERNATIONAL JOURNAL OF STRATEGIC MANAGEMENT
Volume 18, Issue 2, p5-12, December 2018

ABSTRACT

When determining global marketing strategies, the country origin often plays a key factor. Often this factor is mitigated and substituted by consumers for the origin of the brand. The authors surveyed bicycle riders in 11 different countries for their views on global brands and country of origin. The authors found that there was a nominal effect of country of origin while there was a strong association to a global or regional brand preference for bicycle brands.

Keywords

global branding, global marketing strategy, country of origin, consumer behavior


About the Article

Abstract, Keywords, Page Numbers, etc

About the Journal

Managing Editors, Indexing, Best Practices

About The Publisher

History, Partners, Conferences

Access the Full Article

Log-in to IABE to access full article

Search IABE

Search IABE's articles by Title, Author, or keyword

Contact Us

Send a message to IABE