Exploring local vs global brand associations in an emerging market using BCM technique
Year of publication: |
2017
|
---|---|
Authors: | Eren-Erdoğmuş, İrem ; Dirsehan, Taşkın |
Published in: |
Qualitative market research : an international journal. - Bingley : Emerald Group Publishing Limited, ISSN 1352-2752, ZDB-ID 1463146-5. - Vol. 20.2017, 3, p. 266-288
|
Subject: | Emerging markets | Brand image | International marketing | Brand associations | Brand concept map | Markenführung | Brand management | Markenimage | Internationales Marketing | Schwellenländer | Emerging economies | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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