The impact of perceived brand globalness on consumers' willingness to pay
Year of publication: |
2015
|
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Authors: | Davvetas, Vasileios ; Sichtmann, Christina ; Diamantopoulos, Adamantios |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 32.2015, 4, p. 431-434
|
Subject: | Global brands | Perceived brand globalness | Willingness to pay | BDM lottery | Zahlungsbereitschaftsanalyse | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Schweden | Sweden | Markenimage | Brand image | Internationales Marketing | International marketing | Markenartikel | Brand | Glücksspiel | Gambling |
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