... with insights from two emerging markets: China and India. Design/methodology/approach A deductive cross-sectional design is used to gather data from an established brand’s (e.g. Xiaomi) social media followers in China (n = 826) and India (n = 358), which is analyzed through PLSc-SEM...

...Marzanna Katarzyna Witek-Hajduk; Anna Grudecka Purpose This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the actual country-of-brand-origin (COBO) (revealed vs non-revealed...

... in the Latin American market collected at Economatica, monthly, for a period of 10 years. Findings The Valuable Brands Portfolio presents the lowest investment risk, suggesting that stocks of companies with valuable brands ensure lower risk investment to shareholders in these emerging markets...

..., quality and purchase intentions. Originality/value – The study used large-scale representative data collected from consumers in the actual shopping environment and examined the influence of the COP on perceived quality and purchase intentions of global brands in an emerging market. Scholars agree...

... emerging markets such as Brazil, Russia, India and China. The rapid increase in the number of high net-worth individual in these previously largely untapped markets has grown the market for luxury brands, bring them within the reach of a greater number of consumers. (p. 224) Another...

... sophisticated and complex products. On the other hand, promoting the country‐of‐origin's image can prove an effective means to improve product image in emerging markets. Originality/value Most of the previous studies have focused on one of the two concepts (i.e. country's image or country‐of‐origin...