How local/global is your brand? A technique to assess brand categorisation

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.
Llonch-Andreu et al.

How local/global is your brand? A technique to assess brand categorisation

Joan Llonch-Andreu

Universitat Autònoma de Barcelona

Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva

Tecnológico...

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