Antecedents of global brands preference among generation Y in Malaysia
Year of publication: |
2020
|
---|---|
Authors: | Asmat Nizam Abdul Talib ; Mahjabin Yusof |
Published in: |
Leveraging consumer behavior and psychology in the digital economy. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-79983-042-9. - 2020, p. 153-171
|
Subject: | Malaysia | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenimage | Brand image | Markenführung | Brand management |
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