1. Emergent Markets 2. Business to Consumer (B2C) 3. Business to Business (B2B) 4. Brand Equity 5. Aaker

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2 1. Emergent Markets 2. Business to Consumer (B2C) 3. Business to Business (B2B) 4. Brand Equity 5. Aaker -

3 1. Julien Vercueil 2. Purchasing Power Parity (PPP) 3. Infosys

4 Farquhar 2. Keller

5 1 2. Bello & Holbrook 3. Shipley & Howard -

6 1. Hutton 2. Sharma et al. 3. Brand Awareness 4. Brand Association 5 6. Brand Loyalty 7. Michell et al. 8. Chadhoori & Holbrook

7 1. Brand Identity 2. Brand Meaning 3. Brand Responses 4. Brand Relationships 5. Kuhn et al. 6. Yoo et al. 7. People 8. Abratt 9

8 1 -

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10 1 2. Charmaz 3. Strauss & Corbin 4. Theoretical Sampling

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13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15 P16 P17 P18 P19 P20 P21 P22 P23 P24 P25 P26 P27

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15 P2,P6,P8,P12,P14,P15,P17,P25,P26,P27 P2,P3,P7,P8,P11,P14,P16,P19,P21,P23 P1,P4,P5,P6,P10,P12,P15,P16,P26 P3,P5,P6,P7,P8,P9,P11,P12,P14,P16,P18 P2,P4,P6,P7,P9,P10,P12,P15,P18,P22,P24 P6,P8,P9,P11,P12,P17,P19,P22 P4,P8,P10,P12,P17,P20,P22,P23 P1,P2,P5,P6,P7,P9,P11,P13,P14,P19,P20 P2,P4,P5,P7,P9,P10,P13,P15,P18,P21,P26 P4,P6,P7,P15,P19,P26 P4,P5,P9,P10,P11,P12,P15,P19,P21,P22 P2,P3,P8,P11,P14,P17,P19,P20,P24,P26 P5,P6,P9,P10,P11,P14,P15,P16,P24 P1,P6,P8,P14,P16,P25,P26,P27 P1,P3,P5,P8,P12,P13,P16,P17,P19,P2 1,P22

16 P1,P3,P9,P10,P19,P20,P26 P4,P5,P8,P12,P13,P16,P18,P19,P 20,P27 P2,P3,P6,P7,P13,P14,P17,P21,P2 5,P27 P1,P2,P4,P7,P8,P9,P12,P14,P15,P 16,P21 P5,P6,P8,P9,P11,P12,P14,P15,P1 9,P21 P5,P6,P7,P9,P10,P12,P15,P18,P1 9,P22 P2,P3,P5,P9,P10,P11,P13,P17,P1 9,P23,P25 P2,P4,P5,P9,P11,P12,P15,P17,P2 1,P22,P25 P1,P4,P5,P9,P10,P12,P15,P17,P2 1,P22,P26 P5,P6,P8,P9,P11,P12,P14,P15,P1 9,P21 P1,P2,P3,P5,P6,P7,P8,P9,P14,P15,P18,P26 P2,P3,P5,P6,P8,P9,P11,P12,P14,P 15,P21 P3,P4,P6,P8,P9,P10,P11,P12,P15, P17,P19 P1,P2,P5,P6,P7,P8,P9,P14,P19,P2 1,P22,P23 P3,P6,P7,P8,P9,P11,P12,P17,P19, P21,P24

17 P2,P6,P7,P8,P9,P11,P12,P14,P19, P21,P25 P5,P6,P7,P9,P10,P12,P15,P18,P1 9,P22 P2,P3,P6,P7,P13,P14,P17,P21,P2 5,P27 P5,P6,P8,P9,P11,P12,P14,P15,P1 9,P21 P1,P4,P5,P9,P10,P12,P15,P17,P2 1,P22,P26 P5,P6,P8,P9,P11,P12,P14,P15,P1 9,P21 P1,P2,P5,P6,P7,P8,P9,P14,P19,P2 1,P22,P23 P3,P6,P7,P8,P9,P11,P12,P17,P19, P21,P24 P2,P6,P7,P8,P9,P11,P12,P14,P19, P21,P25 P2,P3,P5,P6,P8,P9,P11,P12,P14,P 15,P21 - -

18 1. Feature based Segmentation or Firmographics

19 OEM 1. Original Equipment Manufacturer 2. Internet of Things (IoT) 3. Machine to Machine (M2M)

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25 1. Brand Awareness 2. Inward Approach

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