How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries

Lia Zarantonello; Silvia Grappi; Marcello  Formisano; J. Joško  Brakus

doi:10.1108/IMR-05-2018-0176

How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries

Lia Zarantonello, Silvia Grappi, Marcello Formisano, J. Joško Brakus

Centre for Sustainability and Responsible Management

Research output: Contribution to journal › Article › peer-review

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Abstract

© 2020, Emerald Publishing Limited. This is an author produced version of a paper published in INTERNATIONAL MARKETING REVIEW uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.

Original language	English
Pages (from-to)	345-375
Journal	International Marketing Review
Volume	37
Issue number	2
DOIs	https://doi.org/10.1108/IMR-05-2018-0176
Publication status	Published - 25 Apr 2020

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10.1108/IMR-05-2018-0176

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Cite this

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AB - © 2020, Emerald Publishing Limited. This is an author produced version of a paper published in INTERNATIONAL MARKETING REVIEW uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.

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