Non-local or local brands? : a multi-level investigation into confidence in brand origin identification and its strategic implications
Year of publication: |
2010
|
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Authors: | Zhou, Lianxi ; Yang, Zhiyong ; Hui, Michael K. |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 38.2010, 2, p. 202-218
|
Subject: | Ursprungsregeln | Rules of origin | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Schwellenländer | Emerging economies | China |
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