Brand Management in Emerging Markets: Theories and Practices

The 17 chapters in this volume explore brand management in emerging markets. Marketing and management researchers from North America, Europe, and Asia discuss brand management research and strategy development in emerging markets, including how emerging market multinationals could achieve non-traditional competitive advantages by leveraging knowledge and experience from their home country market, and comparisons of consumer attitudes and mindsets from emerging and mature markets for the same brands; building brand equity from the consumer perspective, including the role of market orientation in corporate brand performance, brand trust and commitment, the role of trust and affect in creating loyalty and influencing the brand performance of television channels in India, product/brand authenticity in Russia, and self-brand congruity in Indian consumers' preferential patterns of the levels of advertising adaptation.