Domestic and foreign brands performance over the business cycles in emerging markets

Abstract

This work aims to investigate consumers choices for domestic and foreign brands in different emerging market business cycles stages. This study is classified as quantitative multimethod research divided in three main phases using primary and secondary data. Firstly, we will apply a self-administrated structured questionnaire with Brazilian consumers to infer consumer perception about the origin of each brand. This brands classification will be combined with secondary retail data from 2013 to 2016 of 192 consumer packaged goods brands and will be analyzed using time series and panel models. Finally, we will conduct an experiment to confirm the results of econometrics analysis and to investigate underlying mechanisms of this phenomenon. We expect that this research contributes to country of origin and business cycle theory by merging research approaches and given new knowledge for emerging markets consumer behaviors. The results will also contribute to generate a better understanding about domestic and foreign brands resistance to cyclical fluctuations. In addition, this study also will have practical implications for foreign and domestics brands, helping them to improve their strategies in different economic periods. (AU)