Uncertainty evokes consumers' preference for brands incongruent with their global-local citizenship identity
Year of publication: |
2021
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Authors: | Ng, Sharon ; Faraji-Rad, Ali ; Batra, Rajeev |
Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 58.2021, 2, p. 400-415
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Subject: | globalization | branding | identity | uncertainty | creativity | divergent thinking | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kreativität | Creativity | Risiko | Risk | Persönlichkeitspsychologie | Personality psychology | Markenimage | Brand image |
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