Study on the spillover effects of overseas brand crises
Year of publication: |
2018
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Authors: | Li, Qing ; Jiang, Zheng |
Published in: |
Inventi impact: international trade. - Bhopal : IJPL, ISSN 2249-0930, ZDB-ID 2681336-1. - 2018, 1, p. 35-40
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Subject: | Overseas Brand Crises | Spillover Effects | Domestic Brands | National Identity | Construal Level | Spillover-Effekt | Spillover effect | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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