Drivers and mechanisms of consumer attitudes toward global brand activists : a mediated approach
Eleni Tsougkou, Maria Karampela, and George Balabanis
| Year of publication: |
2024
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|---|---|
| Authors: | Tsougkou, Eleni ; Karampela, Maria ; Balabanis, George |
| Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 41.2024, 6, p. 1330-1357
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| Subject: | Brand activism | Consumer ethnocentrism | Global brands | Perceived motivation | Political ideology | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Nationalkultur | National culture | Ideologie | Ideology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-09-2023-0237 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015202387