Khan, Muhammad Asif; Ashraf, Rohail; Malik, Aneela - In: Asia Pacific Journal of Marketing and Logistics 31 (2019) 4, pp. 1095-1117
Purpose: The purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets. Design/methodology/approach: Focussing on general product category brands, the study was conducted across two countries, i.e. New...