Phone: +64 9 921 9999 ext. 7884
Branding, Strategy, Global Marketing, Consumer Behavior, Advertising & Promotion, Public Relations & Events, Media Strategy & Planning.
Introduction to the PhD Research
Thesis title: The effects of global and local brands images on consumer attitudes toward brand alliances.
Rafael's research analyses the potential of a brand alliance to represent the integration of global success and local cultural links of the involved brands from the consumers’ perspective. It examines consumers' attitudes toward current and potential brand alliances between global and local brands considering brand knowledge, brand origin including positive and negative country stereotypes, cultural brand imagery in terms of images, symbols and textual appeals, as well as consumption orientation and product category as moderator variables. This research will allow CEOs and brand managers to understand to what extent it is possible to reduce or neutralize negative associations or reinforce positive associations of global brands through a brand alliance with iconic local brands.
• Associate Professor Mark Glynn