Preventing brand name blunders in doing business across cultures : theory and research
Year of publication: |
2020
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Authors: | Pan, David W. ; Pan, Alan J. ; Mutlu, Berna ; Rylander, David |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 30.2020, 2, p. 115-146
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Subject: | brand congruence | Comparative product assessment | consumer behavior | enculturation determinant logic | ethno-linguistic consistency | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Internationales Marketing | International marketing | Markenartikel | Brand |
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