An extended model of preference formation between global and local brands : the roles of identity expressiveness, trust, and affect
Year of publication: |
2015
|
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Authors: | Xie, Yi ; Batra, Rajeev ; Peng, Siqing |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 23.2015, 1, p. 50-71
|
Subject: | perceived brand globalness | perceived brand localness | brand identity expressiveness | brand trust | brand affect | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Vertrauen | Confidence | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand |
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