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How global brands incorporating local cultural elements increase consumer purchase likelihood : an empirical study in China
He, Jiaxun; Wang, Cheng Lu - In: International marketing review 34 (2017) 4, pp. 463-479
Persistent link: https://www.econbiz.de/10011760480
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An examination of the interplay between corporate social responsibility, the brand's home country, and consumer global identification
Magnusson, Peter; Westjohn, Stanford A.; Zdravkovic, Srdan - In: International marketing review 32 (2015) 6, pp. 663-685
Persistent link: https://www.econbiz.de/10011517593
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How global brands create firm value : the 4V model
Steenkamp, Jan-Benedict E. M. - In: International marketing review 31 (2014) 1, pp. 5-29
Persistent link: https://www.econbiz.de/10010253940
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Inconsistencies in the behavioural effects of consumer ethnocentrism : the role of brand, product category and country of origin
Balabanis, George; Siamagka, Niloletta-Theofania - In: International marketing review 34 (2017) 2, pp. 166-182
Persistent link: https://www.econbiz.de/10011673987
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Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis
Niros, Meletios I.; Niros, Angelica; Pollalis, Yannis; … - In: International marketing review 40 (2023) 5, pp. 1012-1034
Persistent link: https://www.econbiz.de/10014470105
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How does self-congruity foster customer engagement with global brands? : Examining the roles of psychological ownership and global connectedness
Bhattacharjee, Debashree Roy; Kuanr, Abhisek; Malhotra, … - In: International marketing review 40 (2023) 6, pp. 1480-1508
Persistent link: https://www.econbiz.de/10014470393