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Keywords: Developed countries
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Journal Articles
How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2020) 37 (2): 345–375.
Published: 28 April 2020
... countries. Findings In developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local...
