The role of localization strategy in development of brand equity: A case study of Samsumg firm

摘要

In this paper an attempt is made to analyze the components of localization strategy including attribute policy, benefits policy, application/implementation policy, consumer policy, competition policy, quality/price policy and product category policy on development of brand equity. The study uses two questionnaires, one for measuring bran equity, which is adopted from Buil et al. (2013) [Buil, I., de Chernatony, L., & Mart?nez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.], and the other for measuring localization strategy designed by researchers. Cronbach alphas for brand equity and localization strategy are 0.82 and 0.78, respectively. The study is applied among consumers of products with a name of Samsung in city of Tehran, Iran. Using Pearson correlation as well as multiple regression technique, the study has determined that attribute, consumer and application/implementation policies influenced positively on brand equity.