Consumer Preferences for Global Brands in Emerging Markets: A Mixed-Methods Analysis of Brand Loyalty

Description

Consumer Preferences for Global Brands in Emerging Markets: A Mixed-Methods Analysis of Brand Loyalty

Abstract

Globalization is attracting customers to foreign brands in emerging markets.  The research captures the dynamics of customer preferences regarding global product brands. Moreover, this is accustomed to dominant market scenarios securing financial elements and using advanced technologies. Multinational organizations are benefitting from the expanding choices of local buyers. For instance, this is creating an influx of competitors for local and emerging businesses. This research involves studying complications and fluctuations in consumer preferences specifically for international brands and internal market choices. Such things reveal the customer orientation and behavior in selecting a product. For example, a few critical drivers of global customer choices include the role of cultural values emphasized by businesses.

Customers encounter an impasse while selecting international brands and local preferences. Therefore, implementing a hybrid culture and managing brand image and reputation in new and growing markets. This research investigates the brand’s capabilities in penetrating new markets. For instance, this also considers social elements and consumer impacts on procuring globally branded products. Businesses build trust among buyers by navigating through distinctive social, economic, and cultural components. The study also involves observing the impact of advertisement strategies and narratives for articulating resonance with local buyers to achieve success. Indeed, it employs mixed research mechanisms of reciprocation between cultural variations and appealing global products.

Economic determinants such as income, literacy, urban population, and social status also influence the buyer’s preferences for foreign brands.  Moreover, the choices made by buyers among local and global products depend on the genuineness of the brand.  Businesses need to observe the motivating elements leading buyers to choose a brand. Although the products are attractive, cultural changes and lifestyle impacts consumers to select foreign brands.  The interaction cross-customer desire to procure global products and cultural bottlenecks are unveiled with the study.  In addition, to emerging businesses and brand loyalty expectations, studying buyer behavior and globalization trends is paramount. Finally, the study supports recommendations regarding esteem market position, strategic promotions, high-level band promotion, and new market entry strategies.

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Globalization or Localization: Global Brand Perception in Emerging Markets

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