Breaking free of a stereotype : should a domestic brand pretend to be a foreign one?
Year of publication: |
2015
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Authors: | Zhang, Kaifu |
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. 34.2015, 4, p. 539-554
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Subject: | game theory | branding | country-of-origin effect | Spieltheorie | Game theory | Markenführung | Brand management | Herkunftsbezeichnung | Designation of origin | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Ursprungsregeln | Rules of origin |
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