Antecedents of global brand purchase likelihood : exploring the mediating effect of quality, prestige and familiarity
Year of publication: |
October-December 2018
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Authors: | Hussein, Rania ; Hassan, Salah |
Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 30.2018, 5, p. 288-303
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Subject: | Brand purchase likelihood | determinants | generation Y consumers | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Internationales Marketing | International marketing |
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