Essays about: "perceived brand globalness"

Found 2 essays containing the words perceived brand globalness.

1. 1. A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Junjie Gu; Shengming Qi; Yanchen Li; [2022]
   Keywords : perceived brand globalness; perceived functional benefits; perceived symbolic benefits; purchase intention;

   Abstract : Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. READ MORE

3. 2. Seven Different Countries, Seven Different Festivals, One Brand : A Global Music Festival’s Adaptiveness and Globalness

   University essay from

   Author : Julia Krajka; Matilda Gustafsson; Victor Jose Vallim da Silva; [2020]
   Keywords : Globalization; Localization; Music Festival; Adaptations; Customer Perceptions;

   Abstract : Background: Globalization and localization are constantly clashing, collapsing, and transforming one another, and many studies have investigated how various global companies deal with the balance in between these two opposite strategies. However, little does research reveal about how music festivals adapt and operate using globalization or localization in the global market. READ MORE