The intellectual structure in brands and branding research: a scientometric analysis / Jiaxun He, Cheng Lu Wang -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- How consumer mindset response and long-term marketing...

Country-of-origin (COO) perceptions are an important issue as NIC/LDC products penetrate markets in developing countries. Brand managers may face unwillingness to buy their products if their home country has strong negative perceptions. Six consumer surveys from Finland show that Thai products...

Numerous studies have identified that ethnocentric consumers prefer buying products produced nationally rather than products from overseas. Nevertheless, this study has been focused on big economies, that's why its application in developing countries is still scarce, especially if we want to...

American brands Coke, McDonald's, Levi's and Kellogg's are known all over the world. They command high mind and market shares in the US and Europe and are leaders in their categories. They can therefore be called "High Power Brands" (HPBs). However, their performance in the developing countries...

International aid is often analysed as if it was a homogeneous product exclusively distributed between a relatively small numbers of public agencies. In contrast, this paper contributes to thinking about aid as a quasi-market with many different suppliers, users, channels, products and brands....

The bottom of the pyramid has been the topic of many research articles and scholarly discussions. Since Prahalad and Hart wrote about how multinationals can help alleviate poverty and create value propositions for themselves in 2004, many companies have been looking at strategies to serve the...