Building brands for the emerging bicultural market : the appeal of paradox brands
Year of publication: |
2021
|
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Authors: | Rodas, Maria A. ; John, Deborah Roedder ; Torelli, Carlos J. |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 48.2021, 4, p. 633-650
|
Subject: | rands | brand management | biculturalism | cognitive flexibility | engagement | Markenführung | Brand management | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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