Culture and branding
Year of publication: |
[2017]
|
---|---|
Authors: | Gürhan-Canli, Zeynep ; Hayran, Ceren ; Sarial-Abi, Gülen |
Published in: |
Cross cultural issues in consumer science and consumer psychology : current perspectives and future directions. - Cham, Switzerland : Springer, ISBN 978-3-319-65090-6. - 2017, p. 129-147
|
Subject: | Interkulturelles Marketing | Cross-cultural marketing | Markenimage | Brand image | Produktpiraterie | Product counterfeiting | Konsumentenpräferenzen | Consumer preferences | Nationalkultur | National culture |
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