Dr Alessandro Biraglia and Dr Bill Davvetas discuss their recent research, looking at the increased preference for independent brands, and how this can be affected depending on a country’s culture. They also discuss what larger organisations planning on acquiring independents need to know about how the acquisition can affect consumers’ perception of the brand. 

Read the paper: The “Indie” Premium: How Independent Firms Create Product Value across Cultures, International Marketing Review, https://doi.org/10.1108/IMR-04-2021-0157 

This podcast episode was recorded remotely in January 2023. If you would like to get in touch regarding this podcast, please contact research.lubs@leeds.ac.uk. A transcript of this episode is available.   

About the speakers:  

Dr Alessandro Biraglia is an Associate Professor of Marketing at Leeds University Business School. His research interests include: consumer behaviour; consumer psychology; branding; entrepreneurship and business development; political marketing; and food marketing. Dr Vasileios (Bill) Davvetas is also an Associate Professor of Marketing at Leeds University Business School. His areas of research include: international marketing; branding; and consumer behaviour.