An Empirical Investigation of the Factors Influencing Global Brand Purchase Likelihood in the Presence of a Local Brand

Abstract

With the increasing pace of globalization, multinational firms have to succeed in both developed and developing markets. Multinational firms are offering their global brands to these emerging markets as these markets have shown promising growth in the past decade. So it becomes crucial for multinational firms to identify factors which influence the purchase of their global brands in the emerging markets. On the other hand, local firms have to figure out how they can compete with these global brands to sustain their presence in their home markets. Therefore, it would be worthwhile to study the factors which drive the purchase of global and local brands. newlineIt would be interesting to identify and examine the factors influencing the global and local brand purchase in the emerging market context. newline