The interplay between country-of-origin image and perceived brand localness : an examination of local consumers' response to brand acquisitions by emerging market firms
Year of publication: |
2022
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Authors: | Anh Hoang Minh Nguyen ; Alcantara, Lailani L. |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 28.2022, 1, p. 95-114
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Subject: | acquisition | Country of origin | emerging market firms | perceived brand localness | perceived brand value | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Schwellenländer | Emerging economies | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin |
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