Consumer attitudes toward foreign versus local brands in emerging markets: a study based on the consumer goods industry in Brazil
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
München
Hampp
2013
|
| Ausgabe: | 1. Aufl. |
| Schriftenreihe: | Hamburger Schriften zur Marketingforschung
90 |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | XIII, 225 S. graph. Darst., Kt. |
| ISBN: | 9783866188341 386618834X |
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Datensatz im Suchindex
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IMAGE 1
CONTENT OVERVIEW
1 INTRODUCTION 1
1.1 PROBLEM STATEMENT 1
. 1.2 EXPLORATORY PRE-LNVESTIGATION 2
1.3 RESEARCH OBJECTIVE 4
1.4 STATE OF RESEARCH 6
1.5 SCIENTIFIC FOUNDATION 15
1.6 COURSE OF THE INVESTIGATION 18
2 MARKET ENVIRONMENT 21
2.1 SITUATION OF GERMAN CONSUMER GOODS COMPANIES 21
2.2 MACRO ENVIRONMENT OF BRAZIL 26
2.3 MICRO ENVIRONMENT OF THE BRAZILIAN CONSUMER GOODS SECTOR 32
2.4 CURRENT CHALLENGES FOR FOREIGN CONSUMER GOODS COMPANIES 36
2.5 INTERIM CONCLUSION OF MARKET ENVIRONMENT :. 38
3 CONCEPTUAL FOUNDATIONS 39
3.1 RESEARCH FRAMEWORK 39
3.2 DISAMBIGUATION 40
3.3 BRAND MANAGEMENT 46
3.4 ATTITUDES TOWARD BRANDS IN AN INTERNATIONAL CONTEXT 54
3.5 INTERIM CONCLUSION OF CONCEPTUAL FOUNDATIONS 81
HTTP://D-NB.INFO/103250983X
IMAGE 2
II
4 THEORETICAL FOUNDATIONS 83
4.1 NEW INSTITUTIONAL ECONOMICS 83
4.2 NEO BEHAVIORISM 85
4.3 CONSUMER CULTURE 95
4.4 INTERIM CONCLUSION OF THEORETICAL FOUNDATIONS 98
5 EMPIRICAL RESEARCH 99
5.1 RESEARCH MODEL 99
5.2 METHODOLOGICAL FOUNDATIONS 116
5.3 RESULTS 146
6 GENERA! DISCUSSION 177
6.1 SUMMARY OF RESULTS 177
6.2 RESEARCH IMPLICATIONS 181
6.3 MANAGEMENT IMPLICATIONS 184
REFERENCES 189
APPENDIX 217
IMAGE 3
M
TABLE OF CONTENTS
1 INTRODUCTION 1
1.1 PROBLEM STATEMENT 1
1.2 EXPLORATORY PRE-LNVESTIGATION 2
1.3 RESEARCH OBJECTIVE 4
1.4 STATE OF RESEARCH 6
1.4.1 ATTITUDES TOWARD FOREIGN PRODUCTS 7
1.4.2 ATTITUDES TOWARD LOCAL PRODUCTS 9
1.4.3 ATTITUDES TOWARD GLOBAL BRANDS 10
1.4.4 ATTITUDES TOWARD SPECIFIC COUNTRIES 13
1.5 SCIENTIFIC FOUNDATION 15
1.5.1 RESEARCH APPROACH 15
1.5.2 RESEARCH METHODOLOGY 16
1.6 COURSE OF THE INVESTIGATION 18
2 MARKET ENVIRONMENT 21
2.1 SITUATION OF GERMAN CONSUMER GOODS COMPANIES 21
2.1.1 MARKET DEFINITION 21
2.1.2 TRENDS IN GERMAN CONSUMER GOODS MARKET 22
2.1.3 RATIONALE FOR SELECTION OF BRAZIL AS RESEARCH OBJECT 25
2.2 MACRO ENVIRONMENT OF BRAZIL 26
2.2.1 BRAZILIAN ECONOMY 26
2.2.2 BRAZILIAN CONSUMER LANDSCAPE 29
2.2.3 MEGA TRENDS 31
IMAGE 4
IV
2.3 MICRO ENVIRONMENT OF THE BRAZILIAN CONSUMER GOODS SECTOR 32
2.3.1 MARKET FOR BODY LOTIONS 32
2.3.2 MARKET FOR AIR CONDITIONERS 34
2.4 CURRENT CHALLENGES FOR FOREIGN CONSUMER GOODS COMPANIES 36
2.5 INTERIM CONCLUSION OF MARKET ENVIRONMENT 38
3 CONCEPTUAL FOUNDATIONS 39
3.1 RESEARCH FRAMEWORK 39
3.2 DISAMBIGUATION 40
3.2.1 BRAND 40
3.2.2 FOREIGN BRANDS 41
3.2.3 LOCAL BRANDS 44
3.2.4 BRAND ATTITUDE 45
3.3 BRAND MANAGEMENT 46
3.3.1 ROLE OF BRANDS 46
3.3.2 KEY BRAND CONCEPTS 48
3.3.2.1 BRAND IDENTITY 48
3.3.2.2 BRAND IMAGE 50
3.3.3 BRAND POSITIONING 51
3.4 ATTITUDES TOWARD BRANDS IN AN INTERNATIONAL CONTEXT 54
3.4.1 ATTITUDES TOWARD FOREIGN BRANDS 56
3.4.1.1 RECENT DEVELOPMENTS REGARDING FOREIGN BRANDS 56
3.4.1.2 IMAGE COMPONENTS AS DETERMINANTS OF BRAND ATTITUDE 57
3.4.2 ATTITUDES TOWARD LOCAL BRANDS 61
3.4.2.1 RECENT DEVELOPMENTS IN THE MARKET POSITION OF LOCAL BRANDS. 61
3.4.2.2 IMAGE COMPONENTS AS DETERMINANTS OF BRAND ATTITUDE 62
IMAGE 5
V
3.4.3 ATTITUDES TOWARD GLOBAL BRANDS 68
3.4.3.1 IMAGE COMPONENTS AS DETERMINANTS OF BRAND ATTITUDE 68
3.4.3.2 CONSUMER CHARACTERISTICS EXPLAINING GLOBAL BRAND ATTITUDE 71
3.4.4 ATTITUDES TOWARD COUNTRY-SPECIFIC BRANDS 75
3.4.4.1 IMAGE COMPONENTS AS DETERMINANTS OF BRAND ATTITUDE 75
3.4.4.2 MODERATORS OF COUNTRY ORIGIN INFLUENCE 76
3.4.4.3 CRITICISM OF COO RESEARCH 77
3.5 INTERIM CONCLUSION OF CONCEPTUAL FOUNDATIONS 81
4 THEORETICAL FOUNDATIONS 83
4.1 NEW INSTITUTIONAL ECONOMICS 83
4.2 NEO BEHAVIORISM 85
4.2.1 PSYCHOLOGICAL THEORIES 85
4.2.1.1 DISSONANCE THEORY 85
4.2.1.2 RISK THEORY 87
4.2.1.3 SEMANTIC NETWORK THEORY 88
4.2.1.4 DECISION HEURISTICS 90
4.2.2 SOCIAL PSYCHOLOGICAL THEORIES 92
4.2.2.1 REFERENCE GROUP THEORY 92
4.2.2.2 SELF-CONGRUENCE THEORY 93
4.3 CONSUMER CULTURE 95
4.4 INTERIM CONCLUSION OF THEORETICAL FOUNDATIONS 98
IMAGE 6
VI
5 EMPIRICAL RESEARCH 99
5.1 RESEARCH MODEL 99
5.1.1 SELECTION AND CONCEPTUALIZATION OF CONSTRUCTS 101
5.1.1.1 BRAND ORIGIN 101
5.1.1.2 FOREIGN BRAND DOMAINS 101
5.1.1.3 LOCAL BRAND DOMAINS 102
5.1.1.4 OUTCOME VARIABLES 103
5.1.1.5 MODERATOR VARIABLES 104
5.1.2 DEVELOPMENT OF HYPOTHESES 105
5.1.2.1 DIRECT EFFECTS OF FOREIGN- VERSUS LOCALNESS 107
5.1.2.2 DIRECT AND INDIRECT DRIVERS OF BRAND ATTITUDE 110
5.1.2.3 MODERATING EFFECTS 114
5.2 METHODOLOGICAL FOUNDATIONS 116
5.2.1 DATA COLLECTION 117
5.2.1.1 SURVEY DESIGN 117
5.2.1.2 SURVEY SAMPLE 122
5.2.2 CONSTRUCT MEASUREMENT 125
5.2.2.1 FORMATIVE VERSUS REFLECTIVE MEASUREMENT MODELS 126
5.2.2.2 ASSESSMENT OF MEASUREMENT QUALITY 128
5.2.2.3 CONSTRUCT OPERATIONALIZATION 133
5.2.3 STRUCTURAL EQUATION MODELING 140
5.2.3.1 SUITABILITY OF STRUCTURAL EQUATION MODELING 140
5.2.3.2 COVARIANCE- VERSUS VARIANCE-BASED APPROACH 141
5.2.3.3 STEPS IN STRUCTURAL EQUATION MODELING 142
5.2.3.4 ASSESSMENT OF MODEL QUALITY 143
IMAGE 7
VN
5.3 RESULTS 146
5.3.1 DATA PREPARATION 146
5.3.2 MEASUREMENT QUALITY 148
5.3.2.1 RELIABILITY OF MEASURES 148
5.3.2.2 VALIDITY OF MEASURES 152
5.3.3 MODEL QUALITY 155
5.3.3.1 GLOBAL CRITERIA 155
5.3.3.2 LOCAL CRITERIA 157
5.3.4 EXAMINATION OF HYPOTHESES 159
5.3.4.1 MAIN EFFECTS 159
5.3.4.2 MODERATING EFFECTS 165
5.3.5 DESCRIPTIVE FINDINGS 171
5.3.5.1 BRAND LEVEL FINDINGS 171
5.3.5.2 RESPONDENT LEVEL FINDINGS 174
6 GENERAL DISCUSSION 177
6.1 SUMMARY OF RESULTS 177
6.1.1 STUDY OVERVIEW 177
6.1.2 FINDINGS REGARDING THE RESEARCH QUESTIONS 178
6.2 RESEARCH IMPLICATIONS 181
6.2.1 CONCEPTUAL CONTRIBUTIONS 181
6.2.2 EMPIRICAL CONTRIBUTIONS 182
6.2.3 LIMITATIONS AND FURTHER RESEARCH NEEDS 183
6.3 MANAGEMENT IMPLICATIONS 184
IMAGE 8
VM
REFERENCES
APPENDIX |
| any_adam_object | 1 |
| author | Stoebe, Martin Johannes |
| author_GND | (DE-588)1034924885 |
| author_facet | Stoebe, Martin Johannes |
| author_role | aut |
| author_sort | Stoebe, Martin Johannes |
| author_variant | m j s mj mjs |
| building | Verbundindex |
| bvnumber | BV040992110 |
| classification_rvk | QG 630 |
| ctrlnum | (OCoLC)857246617 (DE-599)DNB103250983X |
| dewey-full | 658.8 332.6730981 |
| dewey-hundreds | 600 - Technology (Applied sciences) 300 - Social sciences |
| dewey-ones | 658 - General management 332 - Financial economics |
| dewey-raw | 658.8 332.6730981 |
| dewey-search | 658.8 332.6730981 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services 330 - Economics |
| discipline | Wirtschaftswissenschaften |
| edition | 1. Aufl. |
| format | Thesis Book |
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| geographic_facet | Brasilien |
| id | DE-604.BV040992110 |
| illustrated | Illustrated |
| indexdate | 2024-09-10T00:57:40Z |
| institution | BVB |
| isbn | 9783866188341 386618834X |
| language | English |
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| publisher | Hampp |
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| series | Hamburger Schriften zur Marketingforschung |
| series2 | Hamburger Schriften zur Marketingforschung |
| spelling | Stoebe, Martin Johannes Verfasser (DE-588)1034924885 aut Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil Martin Johannes Stoebe 1. Aufl. München Hampp 2013 XIII, 225 S. graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Hamburger Schriften zur Marketingforschung 90 Zugl.: Hamburg, Univ., Diss., 2012 Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Konsumgütermarkt (DE-588)4193249-3 gnd rswk-swf Konsumgüterindustrie (DE-588)4194766-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Emerging Market (DE-588)4398432-0 gnd rswk-swf Internationales Management (DE-588)4114040-0 gnd rswk-swf Brasilien (DE-588)4008003-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Brasilien (DE-588)4008003-1 g Emerging Market (DE-588)4398432-0 s Konsumgüterindustrie (DE-588)4194766-6 s Marketingmanagement (DE-588)4168907-0 s Internationales Management (DE-588)4114040-0 s DE-604 Marketing (DE-588)4037589-4 s Konsumgütermarkt (DE-588)4193249-3 s Verbraucherverhalten (DE-588)4062644-1 s Hamburger Schriften zur Marketingforschung 90 (DE-604)BV010886284 90 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=4280342&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025969888&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Stoebe, Martin Johannes Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil Hamburger Schriften zur Marketingforschung Marketingmanagement (DE-588)4168907-0 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Konsumgütermarkt (DE-588)4193249-3 gnd Konsumgüterindustrie (DE-588)4194766-6 gnd Marketing (DE-588)4037589-4 gnd Emerging Market (DE-588)4398432-0 gnd Internationales Management (DE-588)4114040-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4062644-1 (DE-588)4193249-3 (DE-588)4194766-6 (DE-588)4037589-4 (DE-588)4398432-0 (DE-588)4114040-0 (DE-588)4008003-1 (DE-588)4113937-9 |
| title | Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil |
| title_auth | Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil |
| title_exact_search | Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil |
| title_full | Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil Martin Johannes Stoebe |
| title_fullStr | Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil Martin Johannes Stoebe |
| title_full_unstemmed | Consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in Brazil Martin Johannes Stoebe |
| title_short | Consumer attitudes toward foreign versus local brands in emerging markets |
| title_sort | consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in brazil |
| title_sub | a study based on the consumer goods industry in Brazil |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Konsumgütermarkt (DE-588)4193249-3 gnd Konsumgüterindustrie (DE-588)4194766-6 gnd Marketing (DE-588)4037589-4 gnd Emerging Market (DE-588)4398432-0 gnd Internationales Management (DE-588)4114040-0 gnd |
| topic_facet | Marketingmanagement Verbraucherverhalten Konsumgütermarkt Konsumgüterindustrie Marketing Emerging Market Internationales Management Brasilien Hochschulschrift |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=4280342&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025969888&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV010886284 |
| work_keys_str_mv | AT stoebemartinjohannes consumerattitudestowardforeignversuslocalbrandsinemergingmarketsastudybasedontheconsumergoodsindustryinbrazil |