Areiza-Padilla, Jose Andres; Cervera-Taulet, Amparo; … - In: Journal of Open Innovation: Technology, Market, and … 6 (2020) 4, pp. 1-20
economic importance of Colombian coffee and, regarding a global brand, foreign and hedonic services like Starbucks. This allows … ethnocentric, they do possess loyalty towards the cited global brand. These results provide us with implications for the management …