China and international ownership: exploring consumer perceptions of brand equity and a new country of origin

Wu, Yufan and Ardley, Barry and Floyd, David (2011) China and international ownership: exploring consumer perceptions of brand equity and a new country of origin. Teaching Business and Economics, 15 (1). pp. 5-7. ISSN 1367-3289

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Abstract

Exploring perceptions of brand in country of origin. Many A2 Business Studies and Economics courses now have aspects of international business as part of the specification content. This article is a summary of work being conducted on the effects of changes in brand ownership on consumer perceptions. Emerging economies are not only developing their own businesses but also acquiring brand names and businesses from around the world. Will this have effects on the way consumers perceive these businesses and brands? Will it necessitate a change in global marketing strategies? This article outlines some of the thinking on these important issues. Some questions are provided to enable teachers to use the article with students in the classroom to promote thinking in this important area

Item Type:Article
Additional Information:Exploring perceptions of brand in country of origin. Many A2 Business Studies and Economics courses now have aspects of international business as part of the specification content. This article is a summary of work being conducted on the effects of changes in brand ownership on consumer perceptions. Emerging economies are not only developing their own businesses but also acquiring brand names and businesses from around the world. Will this have effects on the way consumers perceive these businesses and brands? Will it necessitate a change in global marketing strategies? This article outlines some of the thinking on these important issues. Some questions are provided to enable teachers to use the article with students in the classroom to promote thinking in this important area
Keywords:international trade
Subjects:N Business and Administrative studies > N120 International Business studies
Divisions:College of Social Science > Lincoln Business School
ID Code:3959
Deposited By: David Floyd
Deposited On:08 Feb 2011 22:19
Last Modified:13 Mar 2013 08:55

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