U.S. consumers' perception of Asian brands' cultural authenticity and its impact on perceived quality, trust, and patronage intention
Year of publication: |
2019
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Authors: | Southworth, Sarah Song |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 31.2019, 4, p. 287-301
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Subject: | Asian brand | brand logo | brand quality | brand trust | cultural authenticity | patronage intention | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Markenimage | Brand image | Asien | Asia | Dienstleistungsqualität | Service quality | Produktqualität | Product quality |
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