Is this tribe local or global? The role of attitudes and behavior in building passionate consumer relationships with brands in Asia

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance.

Is This Tribe Local or Global?

The role of attitudes and behavior in building passionate consumer relationships with brands in Asia

Rimmelle FreedmanMillward Brown Asia Pacific, Australia

LiLian YapMillward Brown Firefly

Gordon PincottMillward Brown ME

David...