Consumer Brand Choice

Consumer Brand Choice Criteria: A Cross-National Study

Thomas J.J. Spronk

Thesis Supervisor – Dr. Aurélie Lemmens

Erasmus University Rotterdam (Erasmus School of Economics), MSc in Economics and Business, Marketing Program 2009-2010

August18th 2010

Keywords: Globalization, Cultural differences and dimensions, Cross-national differences, Consumer Choice Behaviour, Brands, Brand choice

Thomas Spronk – 284704

thomasspronk@hotmail.com

MSc Thesis

Acknowledgements

First of all I would like to indicate how much I have enjoyed the marketing program of the MSc in Economics and Business. From day one I have enjoyed most courses and have been inspired by the different Professors thanks to their knowledge and enthusiasm.

A particular word of thanks I would like to give goes to Dr. Aurélie Lemmens, my thesis supervisor. She has triggered me along the research process and provided both useful and stimulating feedback.

In addition, I would like to thank the marketing professionals who have provided very useful information and feedback for this thesis.

Next, it is in place to thank both the international Professors, international and local respondents who all have enabled me to generate this survey and by that the interesting results of this thesis.

Lastly, I would like to thank my friends and family who have both provided feedback and support during the conduction of this MSc thesis.

Thomas Spronk

Table of Contents

1. Introduction 5

– Overview 5

– Problem statement 6

– Boundaries 7

– Research Process 8

– Structure 8

2. Theoretical Framework and Literature Review 10

– Globalization 10

– Marketing globalization and global marketing strategies 14

– Brand choice criteria 16

– Focus criteria clusters 21

– Consumer characteristics 23

– Conceptual theoretical...