Do consumers follow their heart or mind when purchasing global brands? : empirical insights
Nayyer Naseem and Attila Yaprak
| Year of publication: |
2023
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|---|---|
| Authors: | Naseem, Nayyer ; Yaprak, Attila |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 1, p. 42-66
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| Subject: | Consumer affinity | purchase intentions | affective | brand attitude | cognitive | perceived value | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Kognition | Cognition | Emotion | Markenführung | Brand management | Markenartikel | Brand | Internationales Marketing | International marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2022.2113949 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013549994