Brand and consumer characteristics as drivers of behaviour towards global and local brands
Year of publication: |
2018
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Authors: | Šapić, Srđan ; Kocić, Milan ; Filipović, Jovana |
Published in: |
Zbornik radova Ekonomskog Fakulteta u Rijeci : časopis za ekonomsku teoriju i praksu. - Rijeka : Univ., ISSN 1846-7520, ZDB-ID 2262889-7. - Vol. 36.2018, 2, p. 619-645
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Subject: | global brand | local brand | brand quality | prestige | materialism | ethnocentrism | consumers` attitudes and intentions | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing | Markenartikel | Brand | Herkunftsbezeichnung | Designation of origin |
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