Conceptualising the influence of the cultural orientation of Latin Americans on consumers' choice of US brands
Sanjaya S. Gaur (Sunway University Business School, Sunway University, Bandar Sunway, Malaysia), Hanoku Bathula (Graduate School of Management, The University of Auckland, Auckland, New Zealand), Carolina Valcarcel Diaz (Subway Perú, Lima, Peru)
| Year of publication: |
2016
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|---|---|
| Authors: | Gaur, Sanjaya Singh ; Bathula, Hanoku ; Valcarcel Diaz, Carolina |
| Published in: |
European business review : EBR ; the official journal of the International Management Centres, Europe. - Bingley : Emerald Group Publishing Limited, ISSN 0955-534X, ZDB-ID 1049254-9. - Vol. 27.2015, 5, p. 477-494
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| Subject: | Latin America | Cultural dimensions | Country of origin effects | Consumer choice | Advertising | Branding and brand management | Cultural orientation | Lateinamerika | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Markenartikel | Brand | Werbewirkung | Advertising effects | Internationales Marketing | International marketing | Werbung | Nationalkultur | National culture | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EBR-03-2013-0061 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011443126