Consumer Behaviour and Branding: Building Domestic Brands in Developing Countries

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F13%3A43870742" target="_blank" >RIV/70883521:28120/13:43870742 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Consumer Behaviour and Branding: Building Domestic Brands in Developing Countries
Original language description
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 impactof 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
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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