Safeer, Asif Ali; Chen, Yun; Abrar, Muhammad; Kumar, Nilesh - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 7, pp. 1524-1543
Purpose: The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of...
