The impact of cultural authenticity on brand uniqueness and willingness to try : the case of Chinese brands and US consumers
Year of publication: |
2016
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Authors: | Southworth, Sarah ; Ha-Brookshire, Jung E. |
Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 28.2016, 4, p. 724-742
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Subject: | Asian brand | Brand logo | Brand uniqueness | Chinese brand | Cultural authenticity | Willingness to try | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | China | Markenimage | Brand image | Markenartikel | Brand | Kulturelle Identität | Cultural identity | Nationalkultur | National culture |
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