Haefner, James E.; Deli-Gray, Zsuzsa; Rosenbloom, Al - In: Managing Global Transitions 9 (2011) 3, pp. 249-273
This paper presents the research findings of a global brand study conducted during the recent global economic crisis. The study sought to understand how four brand constructs (country-of-origin, brand familiarity, brand liking and brand trust) would influence global brand purchase intent in a...