Executive Insights: Real Differences between Local and International Brands: Strategic Implications for International Marketers

By Isabelle Schuiling, J. Kapferer. 2004

367 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/72710103abaab7693b8450ee4739d3c6ae54b5d5

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Citations in the corpus

Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination (2018, result): “This finding contributes to Keller’s (2001) theory of brand equity that the information that a user receives through social networks causes changes in the scheme (attributes of the image), and confirms the empirical evidence found in previous studies (Schuiling and Kapferer, 2004; Barreda, 2014).”
Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework (2008, background): “In the past decade, many multinational corporations have pruned their brand portfolios in favor of global brands (Schuiling and Kapferer 2004).”
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, background): “Brand globalness has become a prominent construct in branding research following the decision of many international companies to disengage from their multidomestic local brand focus and turn to the development of global brands (Schuiling & Kapferer, 2004).”
The effects of organic labels on global, local, and private brands: more hype than substance? (2013, background): “Because of the hot debate on the globalization of branding (e.g., Schuiling & Kapferer, 2004), global brands are chosen for this study.”
The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study (2017, background): “Past researchers have supported the claim of Keller (1993) that when consumers clearly remember a brand, they are likely to create the brand image of the products (Esch et al. 2006; Schuiling & Kapferer 2004).”
Dimensions of Brand Equity in the Chain Restaurant Industry (2011, background): “Several studies have supported the assertion by Keller (1993) that when customers remember a brand clearly, they are better able to create an image for the brand (e.g., Esch et al. 2006; Schuiling and Kapferer 2004).”