Consumer behaviour and branding: A cross cultural perspective

Abstract

The monograph covers the essential concepts of branding and its impact on consumer behaviour from a cross cultural perspective. The monograph does not only make use of extensive theoretical review, but also these theories are supported with empirical research from different cultural context. The essence of this is to bring out the salient aspects of branding that impact on the buying behaviour of consumers, brand equity and the firms’ competitiveness. The monograph has both theoretical and practical relevance. It will be a useful material for researchers and students when developing theoretical and conceptual knowledge with respect to other related phenomenon. It will also be relevant to managers in the international business environment as it will provide them with the necessary knowledge (the cross cultural behaviour of consumers) to enable them develop strategies that will ensure their competiveness, the efficacy of their marketing strategies and eventually increase their market share.