Yang, Deli; Sonmez, Mahmut; Li, Qinghai; Duan, Yibing - In: International Business Review 24 (2015) 1, pp. 11-22
Despite academic consensus on the concomitant power of triple contexts (country, industry and firm) for business, debates remain as to which context plays more salient a role to drive brand performance. This paper investigates how the triple contexts affect customers’ views of corporate brands...