How product category shapes preferences toward global and local brands : a schema theory perspective
Year of publication: |
2016
|
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Authors: | Davvetas, Vasileios ; Diamantopoulos, Adamantios |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 24.2016, 4, p. 61-81
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Subject: | global brands | local brands | product category | schema theory | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
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