Business Commons^™

Global Brands And Drivers Of Consumers’ Purchase Behavior: A Multi-Dimensional Perspective, Nayyer Naseem Naseem

Wayne State University Dissertations

As the world moves towards global economic interdependence and international cultural exchanges, more firms are looking towards expansion into overseas markets, to take advantage of emerging business opportunities and available resources. For a firm, that plans to sell its offerings in any foreign market, it is important to understand the consumer behavior and idiosyncrasies predominant in that market, to be more informed, competitive, and successful. Extant research on the dynamics and drivers of consumer’s buying behavior in a global market place has primarily focused, either on the impact of consumers’ personal predispositions, or the influence of brand/product related perceptions, or …