Chapter 2Literature review Scholars have different views of brand. Aaker (1991) thinks that brand is a name, term, symbol or design utilized by corporations in order to offer information and the source of market supply to customers. Simon & Sullivan (1993) think brand equity is a product with brand name, which can make the present value of cash flow comparing with the product without brand name. Kotler (1997) thinks brand has 6 levels of meaning: attributes, benefit, value, culture, personality, and users. Johny & Ilkka (2005) think that brand contains product image factors (pattern, color), functional factors (function, quality), and consumer psychology factors (perception, cognition). Some scholars do not agree with this view (Asker & Joachinsthaler, 1999; David & Erich, 2000). Brand internationalization strategy should meet the local needs in target countries (Motameni & Shahrokhi, 1998). Douglas et al., (2001) think this ‘strategy’ can realize the scale economy benefits brought by unionization and standardization and realize low cost operating. Wright (2002) thinks brand internationalization is a brand international marketing, and its purpose is making the brand to occupy the strong position in foreign countries (Gillespie et al., 2002; Quelch, 2003). Gelder (2005) defines brand internationalization in terms of region, and he thinks that brand internationalization is the corporations do business in many countries or areas. 2.2 Brand value |
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