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Branding in a global marketplace : the mediating effects of quality and self-identity brand signals

Strizhakova, Yuliya; Coulter, Robin A.; Price, Linda L. - In: International journal of research in marketing : IJRM ; … 28 (2011) 4, pp. 342-351

Persistent link: https://www.econbiz.de/10009406664

Branding in a Global Marketplace : The Mediating Effects of Quality and Self-Identity Brand Signals

Strizhakova, Yuliya; Coulter, Robin A.; Price, Linda - 2011

Research documents that consumers with a stronger belief in global citizenship through global brands (GCGB) view branded products as more important and prefer global over local brands. We test the mediating effects of consumer use of quality and self-identity brand signals on the relationships...

Persistent link: https://www.econbiz.de/10014182087

Engaging consumers with environmental sustainability initiatives : consumer global-local identity and global brand messaging

Salnikova, Ekaterina; Strizhakova, Yuliya; Coulter, Robin A. - In: Journal of marketing research 59 (2022) 5, pp. 983-1001

Persistent link: https://www.econbiz.de/10013389276

The big five and brand personality : investigating the impact of consumer personality on preferences towards particular brand personality

Mulyanegara, Riza Casidy; Tsarenko, Yelena; Anderson, … - In: The journal of brand management : an international journal 16 (2008/09) 4, pp. 234-247

Persistent link: https://www.econbiz.de/10003811720

Predicting brand perferences : an examination of the predictive power of consumer personality and values in the Australian fashion market

Mulyanegara, Riza Casidy; Tsarenko, Yelena - In: Journal of fashion marketing and management 13 (2009) 3, pp. 358-371

Persistent link: https://www.econbiz.de/10003881562