Which cues cause consumers to perceive brands as more global? : a conjoint analysis
Year of publication: |
2015
|
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Authors: | De Meulenaer, Sarah ; Dens, Nathalie ; Pelsmacker, Patrick de |
Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 32.2015, 6, p. 606-626
|
Subject: | Cluster analysis | Conjoint analysis | Global and local consumer culture positioning | Perceived brand globalness | Conjoint-Analyse | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Globalisierung | Globalization | Internationales Marketing | International marketing | Clusteranalyse | Markenimage | Brand image |
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