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 de Monterrey
Introduction
In the past two decades, we have seen a strong globalisation of the marketplace (Alden et al. 2006; Özsomer et al. 2012). Along with this globalisation, we have seen the emergence of global brands (Dimofte et al. 2010; Özsomer 2012). Even a cursory comparison on total brand value of the 100 most valuable global brands between...