Brand-country image (BCI) fit : a new metric to evaluate international branding strategies
authors: Pascal Bruno ...
| Year of publication: |
2012
|
|---|---|
| Authors: | Bruno, Pascal ; Klein, Kristina ; Sattler, Henrik ; Völckner, Franziska |
| Published in: | |
| Subject: | Internationales Marketing | International marketing | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Messung | Measurement | Konsumentenverhalten | Consumer behaviour | Deutschland | Germany | Frankreich | France | Großbritannien | United Kingdom |
| Extent: | S. 116 - 160 |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Notes: | Erscheint in: Journal of marketing research |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009659921