Beyond country image favorability : how brand positioning via country personality stereotypes enhances brand evaluations
Year of publication: |
2019
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Authors: | Magnusson, Peter ; Westjohn, Stanford A. ; Sirianni, Nancy J. |
Published in: |
Journal of international business studies : JIBS ; an official journal of the Academy of International Business. - Basingstoke, Hampshire : Palgrave Macmillan, ISSN 0047-2506, ZDB-ID 410609-X. - Vol. 50.2019, 3, p. 318-338
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Subject: | country personality | country of origin | international consumer behavior | cultural authenticity | consumer animosity | Herkunftsbezeichnung | Designation of origin | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Internationales Marketing | International marketing | Persönlichkeitspsychologie | Personality psychology |
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