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The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference
Halkias, Georgios; Davvetas, Vasileios; Diamantopoulos, … - In: Journal of business research : JBR 69 (2016) 9, pp. 3621-3628
Persistent link: https://www.econbiz.de/10011515202
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The compensatory influences of country stereotypes and the global/local nature of brands : an extended framework
Bourdin, David; Halkias, Georgios; Makri, Aikaterini - In: Journal of business research : JBR 137 (2021), pp. 28-38
Persistent link: https://www.econbiz.de/10012665753
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Exploring the effectiveness of foreign brand communication : consumer culture ad imagery and brand schema incongruity
Halkias, Georgios; Micevski, Milena; Diamantopoulos, … - In: Journal of business research : JBR 80 (2017), pp. 210-217
Persistent link: https://www.econbiz.de/10011771499