Brand clarity of local and global brands in fast-moving consumer goods : an empirical study in a Middle East country
Maryam Vaziri and Joan Llonch-Andreu and Pilar López-Belbeze
| Year of publication: |
2023
|
|---|---|
| Authors: | Vaziri, Maryam ; Llonch-Andreu, Joan ; López-Belbeze, Pilar |
| Published in: |
Journal of Islamic marketing. - Bingley : Emerald, ISSN 1759-0841, ZDB-ID 2553045-8. - Vol. 14.2023, 1, p. 1-22
|
| Subject: | Brand clarity | Emerging economy | Global brand | Glocal brand | Local brand | Markenführung | Brand management | Internationales Marketing | International marketing | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Herkunftsbezeichnung | Designation of origin | Mittlerer Osten | Middle East | Konsumgüter | Consumer goods |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIMA-01-2020-0018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013536366