Perceived brand globalness/localness : a systematic review of the literature and directions for further research
Year of publication: |
2021
|
---|---|
Authors: | Liu, Hao ; Schoefer, Klaus ; Fastoso, Fernando ; Tzemou, Efstathia |
Published in: |
Journal of international marketing. - London : Sage Publishing, ISSN 1547-7215, ZDB-ID 2070132-9. - Vol. 29.2021, 1, p. 77-94
|
Subject: | perceived brand globalness | perceived brand localness | systematic literature review | Bibliometrie | Bibliometrics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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