... experiments were conducted, with data collected using an online platform. Findings The results indicate that local (vs global) brand positioning promotes consumers’ tendencies to conform in their product choice. Furthermore, this effect is sequentially driven by their perceived similarity...

...Ankur Srivastava; Dipanjan Kumar Dey; Balaji M.S. Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived...

... --> Puma Global brand Marketing strategy Family business Sport lifestyle brand This is the story of Puma. The story that chronologically presents the evolution of Puma from the year 1924, when Gebrueder Dassler Schufabrik Herzogenaurach, the common ancestor of Puma and Adidas was founded, all...