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Drivers of local relative to global brand purchases : a contingency approach
Strizhakova, Yuliya; Coulter, Robin A. - In: Journal of international marketing 23 (2015) 1, pp. 1-22
Persistent link: https://www.econbiz.de/10010520821
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Global versus local consumer culture : theory, measurement, and future research directions
Steenkamp, Jan-Benedict E. M. - In: Journal of international marketing 27 (2019) 1, pp. 1-19
Persistent link: https://www.econbiz.de/10011999569
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How globalization affects consumers: Insights from 30 years of CCT globalization research
Sharifonnasabi, Zahra; Bardhi, Fleura; Luedicke, Marius K. - In: Marketing theory 20 (2020) 3, pp. 273-298
Persistent link: https://www.econbiz.de/10012271437
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Consumers and brands across the globe : research synthesis and new directions
Gürhan-Canli, Zeynep; Sarıal-Abi, Gülen; Hayran, Ceren - In: Journal of international marketing 26 (2018) 1, pp. 96-117
Persistent link: https://www.econbiz.de/10011848807
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Convergence and divergence in consumer behaviour : implications for global advertising
Mooij, Marieke K. de - 2009
Persistent link: https://www.econbiz.de/10003785265
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The effect of global company animosity on global brand attitudes in emerging and developed markets : does perceived value matter?
Alden, Dana; Kelley, James B.; Riefler, Petra; Lee, Julie A. - In: Journal of international marketing 21 (2013) 2, pp. 17-38
Persistent link: https://www.econbiz.de/10009758009
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Global brands in emerging markets : the cultural antecedents of global brand preference
Dalmoro, Marlon; Pinto, Diego Costa; Borges, Adilson; … - In: The journal of brand management : an international journal 22 (2015) 9, pp. 721-736
Persistent link: https://www.econbiz.de/10011438542
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Brands as a global ideoscape
Askegaard, Søren - In: Brand culture, (pp. 91-102). 2005
Persistent link: https://www.econbiz.de/10003239266
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Global brand and global consumers
Mirza Mohammad Didarul Alam; Ataul Karim Patwary - In: Cross-border e-commerce marketing and management, (pp. 148-171). 2021
Persistent link: https://www.econbiz.de/10012312386
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How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations
Swoboda, Bernhard; Sinning, Carolina - In: Journal of business research : JBR 118 (2020), pp. 58-73
Persistent link: https://www.econbiz.de/10012287588