Brand positioning based on brand image-country image fit
Year of publication: |
2019
|
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Authors: | Klein, Kristina ; Völckner, Franziska ; Bruno, Hernan A. ; Sattler, Henrik ; Bruno, Pascal |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 38.2019, 3, p. 516-538
|
Subject: | brand management | brand image | country image | brand image-country image fit | marketing strategy | local consumer culture | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Herkunftsbezeichnung | Designation of origin | Internationales Marketing | International marketing |
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