Does it pay to be first? : a cross-national comparison of mature and emerging market consumer attitudes toward pioneer and follower brands
Year of publication: |
2011
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Authors: | Mady, Tarek T. |
Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 23.2011, 3/4, p. 276-296
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Subject: | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity | Markenführung | Brand management | Internationales Marketing | International marketing | Vergleich | Comparison | USA | United States | Indien | India |
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