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This study examines the process of establishing a viable brand in a new foreign market through successful market entry governance by utilizing various types of branding alliances to transfer corporate brands. Drawing from corporate illustrations and building upon Ghosh and John's (1999) governance value analysis (GVA) model, a decision model for managers is developed providing theory-based guidance for market entry strategies. Relational governance can be considered as a continuum ranging from strong relational (i.e., joint ventures, co-branding) to weak relational (i.e., joint promotion, marketing alliance) forms. Firms should organize their market entry strategy based upon brand equity resources, specific investments made by the partner, and environmental uncertainty (market volatility and cultural distance), so as to transfer the desired brand image and associations into local markets by maximizing the level of value created and value claimed. This study contributes to the international marketing literature by providing a theoretically strong decision model, supported by corporate examples, of how firms enter markets using various types of brand alliances. It also advances the practice of international marketing in regard to branding by providing insights as to how managers in the global marketplace can effectively transfer brand images and build global brand equity, minimizing firm costs while maximizing the value created and claimed from the brand.

The conceptual foundations, principles, and mechanisms of territorial branding concerning the prospects of rural development in the Third World countries are the subject of the study. The systematization and study of the problems and experiences of territorial branding as a technology of development and overcoming of poverty in the agrarian society of Ukraine is the purpose of the paper. The socioeconomic condition of the modern agrarian society of Ukraine is analyzed with explaining the nature and extent of poverty in rural areas. The basis of the research was the thesis on the expediency of social stratification, including explanation of the causes of poverty by the criterion of economic behavior of individual groups of agents. The data obtained are available in adjusting further agrarian reforms, especially regarding its social orientation, where it should be involved: sociological stratification of groups of agents of each community to identify and stimulate an economically active society, analysis of the causes of the spread and nature of poverty in this rural area, determination of domestic sources of economic growth for local economy, and the implementation of these factors in the process of modernizing of economic relations.

The main method of research was the study of the unique experience of individual rural communities. The methodology of the study foresaw the study of the prospects of rural development of the post-industrial type through the determining role of the factor of territorial branding. Monitoring the potential of territorial branding for rural areas of Ukraine using SWOT analysis has shown the uniqueness of risks, limitations, and prospects. It has been established that the conditions of neutralization of weaknesses and risks are in the combination of economic (primarily investment) and cultural and political initiatives, where a significant role belongs to the effects of community self-organization. At the same time, the prospects are due to the presence of unique institutional assets, natural, climatic and economic conditions, and possible perception of the idea of the rural population as such, which does not contradict the basic cultural values. The emphasis is placed on the fact that the realization of rural development in Ukraine as a national policy should take into account that Ukrainian rural communities remain “difficult,” mostly depressed economies, where the level of economic activity is traditionally low and unemployment is high. At the same time, studying the experience of the effectiveness of territorial branding allowed to generalize and classify the factors of brand-forming content for the rural areas of Ukraine, which became (1) a unique institutional history; (2) landscape and recreational potential; (3) special economic behavior of local inhabitants; (4) investment attractiveness of the territory; (5) unique economic specialization of the territory; (6) tourism activity; and (7) the role of local government. Significant socioeconomic effect of these examples is fixed. The area of application of these results is, first of all, the activity of local authorities of rural communities, nongovernmental organizations, and universities, as well as regulatory policy in terms of decentralization.

The purpose of this study is to explore how the value of being global brands is experienced differently based upon foreign versus domestic origin of a brand. The conceptual framework is tested on samples from three countries – United States, India, and China. The data are analyzed using partial least squares structural equation modeling. The belief that global brands are of higher quality, more socially responsible, and deliver a sense of belongingness to a global community led to an orientation toward globally available consumption alternatives, or global consumption orientation (GCO). High GCO has been associated with preferences for global brands; however, we find that while this preference indeed extends to global brands based in foreign countries, it does not extend to global brands based in the home country. The study of global brands seldom distinguishes among types of global brands. This research examines global brands based on their foreign versus domestic origin; thus it offers a more nuanced understanding of the boundaries for the value of global brands.

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.

By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.

With competitive rivalry eroding traditional product differentiation, legally protected brands have gradually become one of the most prized assets of multinational corporations. The defense of domestic brand shares and the expansion of well-known brands into new foreign markets have become important tasks of corporate managers. Yet, to date, there is no clear recognition of this increasing role of brands in the economic theory of international trade. This paper explores the implications of strong brands for intra-industry trade, for Vernon’s product-cycle model and for international trade overall. On balance, the ascent of global brands is shown to raise trade in standardized products, exacerbate the shift toward intra-firm trade, and sustain the dominance by large centralized multinationals.

China represents around 20% of the world's population, and her economy is still performing well under economic crisis. Historical events have shaped different parts of China with different economic developments and cultural encounters. The most prominent difference is between Hong Kong and the Mainland. This chapter would like to examine the development and issues of fashion retailing in China. For better understanding, this chapter starts with a brief discussion on apparel industry development and fashion culture in Hong Kong and the Mainland, follows by historical development and then presents systems of fashion retailing in both Hong Kong and the Mainland. Desktop research and exploratory research techniques were employed. Stores of international fashion luxury brands in Hong Kong, Shanghai and Beijing were visited. Comparison of branding issues, particularly for luxury market in Hong Kong and the Mainland are discussed, so are future directions of fashion retailing in these places.