Segmenting consumers based on their evaluation of local, global and glocal brands
Miguel Ángel López-Lomelí, María-del-Carmen Alarcón-del-Amo and Joan Llonch-Andreu
| Year of publication: |
2019
|
|---|---|
| Authors: | López-Lomelí, Miguel Ángel ; Alarcón-del-Amo, María-del-Carmen ; Llonch-Andreu, Joan |
| Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 31.2019, 5, p. 395-407
|
| Subject: | cluster analysis | emerging economy | global brand | glocal brand | Local brand | Mexico | Markenführung | Brand management | Mexiko | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Globalisierung | Globalization | Clusteranalyse | Cluster analysis | Markenimage | Brand image | Marktsegmentierung | Market segmentation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2019.1590282 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200790