The development of the Eurobrand

Article Abstract:

Demand- and supply-side factors which may influence the development of the standard European brand were examined based on a case study of the chocolate confectionery industry. Results revealed that the development of the Eurobrand is being driven mainly by EC regulations, the consolidation of the industry, competitive factors and the formation of the European internal market. Confectioners believe, however, that the development of uniform marketing and branding approaches may be hindered by the diversity of the EC market.

Economic aspects, European Union

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Lessons for pan-European marketing? The role of consumer preferences in fine-tuning the product-market fit

Article Abstract:

The scope of product standardization can be determined by comparing the product attribute preferences of consumers from different countries through partially-individualized conjoint analysis. Application of this approach to British and German consumers' automobile purchasing preferences reveals that country-of-origin and ecological product attributes can significantly affect consumer decisions.

Research, Consumer preferences, Consumer behavior

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Editorial

Article Abstract:

Branding has long been considered the most important component of an effective marketing strategy. Aside from identifying the manufacturer of a product, branding helps customers make buying decisions and helps enhance the purchasing experience. The internationalization of some brands has long been undertaken. However, numerous questions continue to be raised regarding this practice.

Editorial

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