Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal...

Purpose – International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key differentiators between developed and emerging markets that managers must take into account. These are that...