Lee, Min‐Young; Knight, Dee; Kim, Youn‐Kyung - In: Journal of Product & Brand Management 17 (2008) 3, pp. 163-174
) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global … brands and corresponding competition among global retailers. At the same time, markets in the world are becoming complex, and … the hypotheses are supported, future research should test other global brands to generalized findings of the study. Sample …