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

Research output: Contribution to journalArticlepeer-review

399 Downloads (Pure)

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 languageEnglish
Pages (from-to) 345-375
JournalInternational Marketing Review
Volume37
Issue number2
DOIs
Publication statusPublished - 25 Apr 2020

Cite this