Agrawal, Jagdish; Grimm, Pamela; Kamath, Shyam; Foscht, … - In: Journal of Product & Brand Management 20 (2011) 5, pp. 333-342
Purpose – This study seeks to examine differences in the signals of brand quality that consumers utilize in and across different countries. The approach is driven by the practical goal of helping international firms understand how they could tailor their marketing mix to target consumers based...