Affective factors influencing responses to international brand alliances
Year of publication: |
2022
|
---|---|
Authors: | Shi, Tiebing ; Guang, Tian ; Tu, Zhiling ; Lim, Chi Lo |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 40.2022, 5, p. 656-670
|
Subject: | Brand attachment | Consumer affinity | Country-of-origin | International brand alliance | Strategische Allianz | Strategic alliance | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Internationales Marketing | International marketing | Herkunftsbezeichnung | Designation of origin | Markenimage | Brand image |
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