Consumer behaviour and branding: Building domestic brands in developing countries

Abstract

The book focused on the antecedents of consumer ethnocentric tendencies and the possible impacts of CET in developing domestic brand equity. The essence of this is to bring out the first empirical study that evaluates the antecedents of CE and the impact of CET on domestic brand equity in the Sri Lankan context. The book does not only make use of extensive theoretical review, but also achieve findings of the study contributed new knowledge to the consumer behaviour and marketing. Further, new model of the domestic brand equity become blue print for the practicing brand managers of the domestic firms for leveraging consumer ethnocentric appeals in their strategic brand management process. The specialist book has both scientific and marketing practical knowledge obtained. The findings of this book can only be applied to other countries that have similar a background to that of Sri Lanka. It will be a useful material for researchers and students when developing theoretical and conceptual knowledge with respect to other related phenomenon.