Drivers of local relative to global brand purchases : a contingency approach
Yuliya Strizhakova and Robin A. Coulter
| Year of publication: |
2015
|
|---|---|
| Authors: | Strizhakova, Yuliya ; Coulter, Robin A. |
| Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 23.2015, 1, p. 1-22
|
| Subject: | globalization | ethnocentrism | brand quality | identity | emerging markets | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Schwellenländer | Emerging economies | Internationales Marketing | International marketing | Globalisierung | Globalization | Markenartikel | Brand | Kontingenztheorie | Contingency theory | Markenimage | Brand image | Multinationales Unternehmen | Transnational corporation |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010520821