Consumer Behaviour and Branding: Building Domestic Brands in Developing Countries

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Consumer Behaviour and Branding: Building Domestic Brands in Developing Countries

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Consumer Behaviour and Branding: Building Domestic Brands in Developing Countries

Popis výsledku anglicky

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

Druh

B - Odborná kniha

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

ISBN

978-80-8154-056-1

Počet stran knihy

186

Název nakladatele

GEORG

Místo vydání

Žilina

Kód UT WoS knihy

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