Drivers of local relative to global brand purchases : a contingency approach
Year of publication: |
2015
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Authors: | Strizhakova, Yuliya ; Coulter, Robin A. |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 23.2015, 1, p. 1-22
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Subject: | globalization | ethnocentrism | brand quality | identity | emerging markets | Markenführung | Brand management | Internationales Marketing | International marketing | Schwellenländer | Emerging economies | Konsumentenverhalten | Consumer behaviour | Globalisierung | Globalization | Markenimage | Brand image | Markenartikel | Brand | Welt | World | Kontingenztheorie | Contingency theory |
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