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Consumer behaviour and branding: A cross cultural perspective

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dc.title Consumer behaviour and branding: A cross cultural perspective en
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Asamoah, Emmanuel Selase
dc.contributor.author Wanninayake, Mudiyanselage
dc.identifier.isbn 978-80-89401-58-1
dc.date.issued 2011
dc.type book
dc.language.iso en
dc.publisher GEORG
dc.subject Concepts and principles of branding en
dc.subject Brand equity perspectives en
dc.subject Cross cultural consumer behavior en
dc.subject Standardization and adaptation dichotomy en
dc.subject Consumer ethnocentrism en
dc.subject Brand building strategies en
dc.subject Empirical studies on branding and consumer behaviour en
dc.description.abstract The monograph covers the essential concepts of branding and its impact on consumer behaviour from a cross cultural perspective. The monograph does not only make use of extensive theoretical review, but also these theories are supported with empirical research from different cultural context. The essence of this is to bring out the salient aspects of branding that impact on the buying behaviour of consumers, brand equity and the firms’ competitiveness. The monograph has both theoretical and practical relevance. It will be a useful material for researchers and students when developing theoretical and conceptual knowledge with respect to other related phenomenon. It will also be relevant to managers in the international business environment as it will provide them with the necessary knowledge (the cross cultural behaviour of consumers) to enable them develop strategies that will ensure their competiveness, the efficacy of their marketing strategies and eventually increase their market share. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1004375
utb.identifier.rivid RIV/70883521:28120/11:43867429!RIV13-MSM-28120___
utb.identifier.obdid 43867724
utb.source b-riv
dc.date.accessioned 2015-05-27T12:16:59Z
dc.date.available 2015-05-27T12:16:59Z
dc.description.sponsorship S
dc.format.extent 176
utb.identifier.nkp 005329654
utb.contributor.internalauthor Chovancová, Miloslava
utb.contributor.internalauthor Asamoah, Emmanuel Selase
utb.contributor.internalauthor Wanninayake, Mudiyanselage
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