Local Brands in Emerging Markets: Factors for Success

As a result of global firms´ efforts to build international brands, the foreign brand expansion into new geographies have threatened local brands´ businesses. Interestingly, some local brands have successfully faced the competition from foreign brands. This paper aims to determine some of the factors that enabled local brands to be successfully against competition in emerging markets. Results from a survey in Mexico suggest that brand quality and prestige, bias in favor of local brands and brand familiarity positively influence local brands purchase likelihood. for younger consumers, Perceived Brand Localness should also be considered as a positive influence on brand purchase likelihood.