Consumers and brands across the globe : research synthesis and new directions
Year of publication: |
2018
|
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Authors: | Gürhan-Canli, Zeynep ; Sarıal-Abi, Gülen ; Hayran, Ceren |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 26.2018, 1, p. 96-117
|
Subject: | globalization | global brands | local brands | culture | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Welt | World | Globalisierung | Globalization | Markenimage | Brand image | Markenartikel | Brand |
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