Li, Yufan; Teng, Weichen; Liao, Tien-Tien; Lin, Tom M.Y. - In: Asia Pacific Journal of Marketing and Logistics 33 (2020) 6, pp. 1455-1481
Purpose: The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims...