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According to the Framework Developed by Chattopadhyay, Batra and Ozsomer

question 5

Essay

According to the framework developed by Chattopadhyay, Batra and Ozsomer (2012) what are global brand builders? Provide one example of an emerging market multinational that would fit this category of firm.


Definitions:

Classical Conditioning

A learning process in which a natural response becomes triggered by a previously neutral stimulus by repeatedly associating it with a stimulus that automatically triggers that response.

Congruence

The state of agreement or harmony between objects, ideas, or values.

Collective Unconscious

A term coined by Carl Jung, referring to structures of the unconscious mind which are shared among beings of the same species.

Shared Environment

The environmental factors that contribute to the similarities in development and behavior among family members living in the same household.

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