Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands
Year of publication: |
2015
|
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Authors: | Naseem, Nayyer ; Verma, Swati ; Yaprak, Attila |
Published in: |
International marketing in the fast changing world. - Bingley : Emerald, ISBN 978-1-78560-232-0. - 2015, p. 255-288
|
Subject: | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing | Markenführung | Brand management | Kaufmotiv | Consumer motivation | Globalisierung | Globalization | Theorie | Theory | Markenartikel | Brand |
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