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