Cultural universals in marketing : a study of consumers use of brand name, price, physical appearance and retailer reputation as signals of product quality
Year of publication: |
1992
|
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Authors: | Dawar, Niraj ; Parker, Philip M. |
Publisher: |
Fontainebleau |
Subject: | Produktqualität | Product quality | Markenimage | Brand image | Wirtschaftskultur | Economic culture | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
Extent: | 45 S |
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Series: | R & D / Institut Eropéen d'Administration des Affaires ; Corporate Renewal Initiative : working papers. - Fontainebleau, ZDB-ID 1231885-1. R&D / INSEAD / INSEAD ; 92,66 : MKT |
Type of publication: | Book / Working Paper |
Language: | English |
Source: | ECONIS - Online Catalogue of the ZBW |
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