Global vs local brands: how home country bias and price differences impact brand evaluations
Year of publication: |
2014
|
---|---|
Authors: | Winit, Warat ; Gregory, Gary ; Cleveland, Mark ; Verlegh, Peeter |
Published in: |
International Marketing Review. - Emerald Group Publishing Limited, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 31.2014, 2, p. 102-128
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Consumer behaviour | Global marketing | Thailand | Ethnocentrism | Country of origin |
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