Brand personality of global quick-service restaurants in emerging and developed markets : a comparative study in Brazil and the US
Year of publication: |
2013
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Authors: | Maciel, Fernanda Araujo ; Rocha, Angela da ; Silva, Jorge Ferreira da |
Published in: |
Latin American business review : journal of the Business Association of Latin American Studies (BALAS). - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1097-8526, ZDB-ID 1446446-9. - Vol. 14.2014, 2, p. 139-161
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Subject: | brand personality | culture | fast food | global brands | quick service | Brasilien | Brazil | Markenimage | Brand image | Markenführung | Brand management | Gastronomie | Restaurant industry | Vergleich | Comparison |
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