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Consumer behaviour and branding: Building domestic brands in developing countries

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dc.title Consumer behaviour and branding: Building domestic brands in developing countries en
dc.contributor.author Wanninayake, Mudiyanselage
dc.contributor.author Chovancová, Miloslava
dc.identifier.isbn 978-80-8154-056-1
dc.date.issued 2013
dc.type book
dc.language.iso en
dc.publisher GEORG
dc.subject Antecendent en
dc.subject brand equity en
dc.subject branding en
dc.subject brand management en
dc.subject building domestic brand en
dc.subject consumer behaviour en
dc.subject consumer ethnocentric tendencies en
dc.subject developing countries en
dc.subject domestic brands en
dc.subject ethnocentrism en
dc.subject Sri Lanka en
dc.description.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. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1004323
utb.identifier.rivid RIV/70883521:28120/13:43870742!RIV14-MSM-28120___
utb.identifier.obdid 43871066
utb.source b-riv
dc.date.accessioned 2015-05-27T12:16:41Z
dc.date.available 2015-05-27T12:16:41Z
dc.description.sponsorship S
dc.format.extent 186
utb.identifier.utb-sysno 76380
utb.identifier.nkp 006231128
utb.contributor.internalauthor Wanninayake, Mudiyanselage
utb.contributor.internalauthor Chovancová, Miloslava
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