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Dissertations / Theses on the topic 'Global vs local brand'

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1

Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.

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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need fo
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2

Andersson, Jenny, and Julia Borgvall. "Securing the global brand strategy : – global standardization or local adaptation." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13036.

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Master thesis in Business Administration, 15hp, School of Business and Economics, LinnaeusUniversity, Växjö, Marketing, 4FE02E, spring 2011 Authors: Jenny Andersson and Julia Borgvall Tutor: Engelbert Weiss Company contact person: Peter Samuelsson, Gunnebo AB Title: Securing the global brand strategy – global standardization or local adaptation Background: The infrastructure available today provides opportunities for companies allaround the world to transcend national boarders easily and to operate on the global market. During the preceding decades, brand management in the international enviro
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Makri, Aikaterini, Karolos-Konstantinos Papadas, and Bodo B. Schlegelmilch. "Global-local consumer identities as drivers of global digital brand usage." Emerald Publishing Limited, 2018. http://dx.doi.org/10.1108/IMR-03-2018-0104.

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Purpose: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/Approach: Cross-country surveys in a
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Sengupta, Aniket. "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market." UKnowledge, 2014. http://uknowledge.uky.edu/mat_etds/6.

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The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the qu
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Schmidt-Devlin, Ellen M. "OMNI-BRAND: THE PARADOX OF GLOBAL ACCEPTANCE AND LOCAL AUTHENTICITY." Case Western Reserve University School of Graduate Studies / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=case1584618669205106.

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6

Coban, Aykut. "Global vs. local? : international capital, the state and communities of environmental resistance." Thesis, University of Essex, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.340584.

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Zhang, Yue. "Design for Global Markets Balancing Unilateral Global Brands with Local Cultural Values." Cincinnati, Ohio : University of Cincinnati, 2009. http://rave.ohiolink.edu/etdc/view.cgi?acc_num=ucin1250534240.

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Thesis (Master of Design)--University of Cincinnati, 2009.<br>Advisor: Craig M Vogel. Title from electronic thesis title page (viewed Jan. 15, 2010). Includes abstract. Keywords: product design; culture; brand; international; globalization; localization; markets. Includes bibliographical references.
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8

Tantiwongwat, Usamas. "Local Brand versus Global Brand: A Case Study of the Cola Soft Drink Industry in Thailand." Thesis, Karlstads universitet, Handelshögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-28982.

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This thesis aims to investigate the cola market situation in Thailand and the possibility of a local brand to compete with global brands. Due to the high value of this market, every cola company wants to get the biggest piece of the market share pie. Moreover, there is a situation regarding a global cola brand Pepsi falling into the trouble in terms of logistics and distribution channels after having been separated from its local partner company. In addition, Pepsi’s ex-partner company has launched a new cola brand into the market, a completely separate operation without any ties to Pepsi. As
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9

López, Lomelí Miguel Angel. "Global, local and glocal brands in emerging markets: sources of brand value and brand purchase likelihood." Doctoral thesis, Universitat Autònoma de Barcelona, 2016. http://hdl.handle.net/10803/399555.

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Esta tesis doctoral tiene como objetivo dar respuesta a tres preguntas principales de investigación: RQ (1) ¿Cuáles son los antecedentes que aumentan la probabilidad de compra de marca local en mercados emergentes (EMS), existen factores específicos para las marcas de alimentos y las marcas de prendas de vestir? RQ (2) ¿Cómo se pueden clasificar las marcas presentes en el mercado en Global, Local y Glocal con base en las percepciones del consumidor, son los resultados de estas categorizaciones basadas en el consumidor similares a las categorizaciones que están basadas en criterios objetivos
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10

Coetzee, Zandereen. "Global versus local brands in South Africa: an empirical analysis of consumer perceptions." Master's thesis, Faculty of Commerce, 2018. http://hdl.handle.net/11427/31537.

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Global brands are increasingly expanding their footprint to developing countries, due to the promising opportunities that these countries hold; and as such, consumers are faced with the decision between global and local brands. In South Africa too, there has been an influx of global brands, which has placed pressure on the local retail landscape. Therefore, the main objective of this study was to determine whether there is a difference in perception among millennial consumers in South Africa between a global and a local fashion retail brand. Millennials are considered to be individuals born be
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11

Abuljadail, Mohammad Hatim. "Consumers' Engagement with Local and Global Brands on Facebook in Saudi Arabia." Bowling Green State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1496849044166664.

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12

Al-Zayat, Zaki, and Jakob Bäcklund. "The association between Cosmopolitanism and global brand loyalty : A quantitative study in developing and developed countries." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43783.

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The effects of globalization has created a new global consumer segment known as Cosmopolitanism. It is a globally substantial segment that captures “open-minded individuals whose consumption orientation transcends particular cultures, localities or communities and who appreciates diversity including trying products and services from a variety of countries”. In the same sense have global brands grown to take a central place on both developing and developed countries, and their competition with local brands has substantially increased. The Cosmopolitan consumer segment hold major strategic impor
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13

Zou, Yonghua. "The spatial distribution of subprime/higher-priced mortgages and its relationship with housing price variations within the Philadelphia metropolitan area: global model vs. local model." Diss., Temple University Libraries, 2014. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/276923.

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Urban Studies<br>Ph.D.<br>Over the last decade, the United States had experienced a boom and bust in the subprime mortgage market. The ups and downs of the subprime mortgage market became a primary factor triggering the most severe global economic recession since the Great Depression. The dissertation contributes to the literature by inquiring whether the subprime lending has exacerbated social inequity between subprime neighborhoods and other neighborhoods, through analyzing the subprime mortgage market in the Philadelphia MSA from 2000 through 2010, and focusing on two research questions: (1
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14

Corrêa, Roberto. "Influências do processo de globalização para o uso da CIMG: comunicação integrada de marketing global e percepção da CIMG por parte das principais agências de São Paulo, Brasil." reponame:Repositório Institucional do FGV, 2003. http://hdl.handle.net/10438/2469.

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Made available in DSpace on 2010-04-20T20:47:52Z (GMT). No. of bitstreams: 0 Previous issue date: 2003-05-26T00:00:00Z<br>Ainda existe muito questionamento sobre a eficiência da comunicação Global. A tese aborda as variáveis que influenciam o processo de globalização e as conseqüências sobre a CIMG - Comunicação Integrada de Marketing Global, estabelecendo um paralelo sobre a sua aplicação no Brasil por meio de pesquisa junto às agências de São Paulo, Brasil. Apresenta novas definições para a comunicação integrada de marketing em três níveis de abrangência geográfica e propõe um modelo das
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15

Pasquier, Virgil. "Climate and sea level variations in the Gulf of Lion : coupling stable and radiogenic isotopes proxies." Thesis, Brest, 2017. http://www.theses.fr/2017BRES0094/document.

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De par sa position, le Golfe du Lion est un site idéal pour l’investigation des changements paléo-environnementaux et des processus affectant le dépôt sédimentaire. Les travaux antérieurs ont permis de mettre en évidence les impacts de la variabilité climatique et glacioeustatique sur l’organisation stratigraphique de la marge, mais également sur les exports terrestres de matière organique.L’étude isotopique du carbone organique et de l’azote de la matière organique dans les sédiments du forage PRGL1-4 nous a permis de mettre en évidence de forts exports fluviaux lors des interstades survenus
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16

Charbonnier, Guillaume. "Reconstitution paléoclimatique et paléoenvironnementale au Valanginien (~135 Ma, Crétacé inférieur) : vers une meilleure compréhension des processus locaux versus globaux." Phd thesis, Université Paris Sud - Paris XI, 2013. http://tel.archives-ouvertes.fr/tel-00956584.

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L'étage Valanginien est caractérisé dans le registre sédimentaire par une excursion positive des isotopes du carbone (amplitude 1,5-2‰), appelée " Episode Weissert ". Cet événement coïncide avec des changements paléoenvironnementaux et paléoclimatiques majeurs. La formation de la province volcanique ignée du Paraná-Etendeka a été proposée comme principal facteur forçant contrôlant ces changements. Cependant, de récentes études démontrent que l'Episode Weissert précède systématiquement l'activité volcanique. Ainsi, les facteurs déclenchant qui contrôlent ces changements sont encore source de dé
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17

Vasconcelos, Tomás Garcia Pestana de. "Puma : a sponsorship case study." Master's thesis, 2014. http://hdl.handle.net/10400.14/16839.

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This case study provides an overview of the sporting goods retail industry and the main players in the market and presents a decision-making moment from the Head of Sports Marketing Teamsport in PUMA regarding the company’s strategy for the year 2013, revolving around the pursuing one of the world’s leading football teams in order to get a sponsorship deal, or on the other hand it is better for the brand to make smaller deals with more teams with a smaller dimension. In the football, or soccer, environment, it becomes important for brands to use, in the way of sponsorship, teams and athl
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18

Gaspar, Tomás Augusto. "Gallo Olive Oil, creating a global brand." Master's thesis, 2015. http://hdl.handle.net/10400.14/17254.

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This case study is based in Gallo, a Portuguese olive oil company, and it is focused on the Internationalization process of the Brand. The case takes place in 2011 when the CEO, Mr. Pedro Cruz, had to make the decision on how to enter the foreign markets identified as priority. Two options were taken into consideration based on the global standardization/local adaptation dichotomy. The answer is the result of a thorough study both on the company and the consumer side. The global olive oil industry was analyzed to identify how the current situation and the emergent trends will shape the
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19

Srivastava, A., N. Gupta, and Nripendra P. Rana. "Influence of Consumer Cosmopolitanism on Purchase Intention of Foreign vs. Local Brands: A Developing Country Perspective." 2021. http://hdl.handle.net/10454/18544.

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yes<br>Purpose: This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions towards foreign and local brands. Design/Methodology/Approach: The responses were collected on a structured questionnaire through a consumer survey. The data was then analysed through PLS-SEM. Findings: The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences purchase intentions towards foreign brands and negatively influences the purchase intentions of local brands. Further, the mediat
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20

Wu, Jun-An, and 吳峻安. "Global vs. Local: Transnational (Media) Corporations'''' Strategies for Competition and Cooperation in Taiwan''''s Cable TV Industry." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/43290489398943907319.

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21

Tsai, Ta-Shan, and 蔡大山. "A Comparative Study of the Effects of the Global Brand and the Local Brand on Consumer Behavior–The Fried Chicken Fast Food Restaurant." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/2ec275.

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碩士<br>朝陽科技大學<br>企業管理系碩士班<br>93<br>The advancement of modern technology has facilitated the communication and traffic around the world, even more, the reduction of barriers of international trade by most of the countries all made the geographic expansion of business by the firms easier than before. This kind of globalize environment like a double edge to the firms, it seems to be filled with opportunities, but one can not neglect the serious threats behind them. The products of the local brand owners have to confront the challenges form the products of the global ones. When there are various ki
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22

Huang, Yiping, and 黃依蘋. "The Relationship of Price Perception, Fashion Involvement, and Brand Equity - Analysis of Comparison between Global and Local Fast Fashion Brands." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/69852722564261648421.

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碩士<br>輔仁大學<br>織品服裝學系<br>100<br>Despite of the advanced R&D and production technology, Taiwan used to playing the role of OEM. Nevertheless, its revenue and ROI are always far less then those of enterprises which possess high-profiled global brands. On the other hand, ZARA, which also comes from a small offshore town of Spain, grows to be the biggest ready-to-wear enterprise group in the world, making its founder to be the richest person in Spain. So this essay is about to examine the phenomena of ZARA and discuss how Taiwanese RTW industry could find its way to create well-known global brands
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23

Teixeira, Bruno Rodrigues. "Organic matter variation during the toarcian oceanic anoxic event in the central and northern atlantic margins : the interplay between local constraints vs global events." Doctoral thesis, 2020. http://hdl.handle.net/10316/91180.

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Tese no âmbito do Doutoramento em Geologia, área de especialização em Processos Geológicos, apresentada à Faculdade de Ciências e Tecnologia da Universidade de Coimbra<br>In many locations of the northwestern Tethyan, Boreal and Panthalassic margins, the uppermost Pliensbachian–Lower Toarcian is characterised by the occurrence of organic-rich sediments. Significant perturbations of the global carbon cycle, related with an excess of 12C in the atmospheric and ocean reservoirs, are recorded as a negative carbon isotope excursions (CIE) in carbonate, bulk OM, fossil wood, kerogen and individual o
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Barbosa, Íris. "Entre a disseminação global e o ajustamento local: discursos e práticas de gestão da diferença no contexto organizacional Português." Doctoral thesis, 2010. http://hdl.handle.net/1822/10465.

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Tese de doutoramento em Ciências Empresariais (ramo de conhecimento em Organização e Politicas Empresariais)<br>Desde os seus primórdios, a investigação, a prática e o ensino em gestão têm sido vigorosamente associados aos contributos provenientes dos Estados Unidos. A sua influência é evidente em vários países menos desenvolvidos nesse domínio, inclusive ao nível Europeu. Neste processo de apropriação dos modelos de gestão produzidos noutras paisagens nacionais é frequentemente referido o risco de adopção acrítica e descontextualizada, prejudicial à sua implementação e ao seu desempenho.
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