Articulatory global branding : generalizability, modulators, and mechanisms of the in-out effect in non-WEIRD consumers
Year of publication: |
2022
|
---|---|
Authors: | Motoki, Kosuke ; Pathak, Abhishek |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 149.2022, p. 231-239
|
Subject: | Brand names | Fluency | Food branding | Global branding | In-out effect | Markenführung | Brand management | Internationales Marketing | International marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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