The role of localization strategy in development of brand equity: A case study of Samsumg firm
In this paper an attempt is made to analyze the components of localization strategy including attribute policy, benefits policy, application/implementation policy, consumer policy, competition policy, quality/price policy and product category policy on development of brand equity. The study uses two...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2015-05-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol5/msl_2015_40.pdf |