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The effect of country-related brand associations and product attributes on attitude toward unfamiliar foreign brands : a schema congruity perspective
Carvalho, Sergio W.; Samu, Sridhar; Sivaramakrishnan, … - In: Journal of international consumer marketing 23 (2011) 2, pp. 135-150
Persistent link: https://www.econbiz.de/10008991170
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Role of intrinsic and extrinsic cues on consumers' perceived product quality in an emerging market
Samu, Sridhar; Chattopadhyay, Tanmay; Mishra, Anubhav - In: Journal of international consumer marketing 36 (2024) 2, pp. 115-131
Persistent link: https://www.econbiz.de/10014515018