Global versus local consumer culture : theory, measurement, and future research directions
Jan-Benedict E.M. Steenkamp
| Year of publication: |
2019
|
|---|---|
| Authors: | Steenkamp, Jan-Benedict E. M. |
| Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 27.2019, 1, p. 1-19
|
| Subject: | consumer culture positioning | global consumer culture | globalization | local consumer culture | perceived brand globalness | Konsumentenverhalten | Consumer behaviour | Globalisierung | Globalization | Internationales Marketing | International marketing | Welt | World | Markenführung | Brand management | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1069031X18811289 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011999569