The Interplay Between Global and Domestic Brands Across Sultanate of Oman and Malaysia: A Conceptual Approach

Global and domestic brand interplay may have significant effects on the branding strategies of marketers, particularly in the tourism sector. Although it is acknowledged that partnering with the global brand has a positive impact on brand loyalty, could brand value co-creation help domestic brands to get the same brand loyalty? At this point, we as a researcher find there is a research gap, which is how has brand value co-creation had an influence on global versus domestic brands on the relationship of brand loyalty? As per good knowledge, this study is a first attempt to give light on this research gap by providing a conceptual model. This study ultimately contributes to the knowledge and practices on the power of brand value co-creation in bringing brand loyalty and branding strategies, particularly how domestic (i.e. Omani and Malaysian) brands can build loyalty against their global rivals and vice versa.