The effects of Lifestyles on Consumer Based Brand Equity. The case of foreign vs local brands in Egypt

      Аннотация: With globalisation rising, the world is becoming one open market for all. The effects of globalisation made it challenging for local brands to excel in their own markets. Also consumers’ lifestyles are changing as a result of exposure to different cultures. This research answers the calls of other literature by aiming to help local marketers understand their consumers to achieve competitive triumph. Accordingly, this research aims to answer this central question “What are the effects of different types of lifestyles on Consumer Based Brand Equity of local and foreign clothing brands in Egypt?”.

Ключевые слова: Lifestyle, consumer, Based Brand Equity, Foreign Brands, local brands, Egypt