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Brand origin effects during economic crisis in an emerging market

Grant number: 21/09959-5
Support Opportunities:Scholarships abroad - Research Internship - Doctorate
Effective date (Start): February 01, 2022
Effective date (End): June 30, 2022
Field of knowledge:Applied Social Sciences - Administration - Business Administration
Principal Investigator:Felipe Zambaldi
Grantee:Vitor Azzari Vieira
Supervisor: Eusebio Scornavacca Junior
Host Institution: Escola de Administração de Empresas (EAESP). Fundação Getúlio Vargas (FGV). São Paulo , SP, Brazil
Research place: Arizona State University, Phoenix (ASU), United States  
Associated to the scholarship:20/10584-3 - Domestic and foreign brands performance over the business cycles in emerging markets, BP.DR

Abstract

In the first part of the project, we estimated an econometric model using secondary and primary data from consumer package goods (CPG) brands. Our findings suggest that perceived brand foreignness is positively related to brands' market share during economic contractions. Now, in the second part of our research, we aim to investigate what drives this relation. Thus, during my interuniversity exchange at Arizona State University, we will analyze the impact of risk aversion and different product categories (durables vs. non-durable goods) on the consumer preference for foreign or domestic brands during economic contractions in an emerging market. For this, we will run a study with 2 (economic contraction vs. economic expansion) x 2 (non-durable goods vs. durable goods) between-subjects design.

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