Identifying new segments from a global branding perspective : a three-country study
Year of publication: |
December 2016
|
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Authors: | Palazzo, Maria ; Vollero, Agostino ; Siano, Alfonso |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3318, ZDB-ID 2725961-4. - Vol. 4.2016, 4, p. 159-171
|
Subject: | national identity | ethnocentrism | brand loyalty | consumer attitudes | global brands | COO effect | multiple correspondence analysis | cluster analysis | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Internationales Marketing | International marketing | Clusteranalyse | Cluster analysis | Markenartikel | Brand | Nationalkultur | National culture | Markentreue | Brand loyalty |
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