Akram, Aneela; Merunka, Dwight; Shakaib Akram, Muhammad - In: International Journal of Emerging Markets 6 (2011) 4, pp. 291-303
Purpose – The purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ) and perceived brand prestige (PBP) in this relation, among consumers in emergent markets. The paper also...
