Global brands in emerging markets : the cultural antecedents of global brand preference
Year of publication: |
December 2015
|
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Authors: | Dalmoro, Marlon ; Pinto, Diego Costa ; Borges, Adilson ; Nique, Walter Meucci |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 9, p. 721-736
|
Subject: | global brands | emerging markets | culture | cultural values | global susceptibility | global identification | Schwellenländer | Emerging economies | Markenführung | Brand management | Internationales Marketing | International marketing | Globalisierung | Globalization | Welt | World | Kulturelle Identität | Cultural identity | Soziale Werte | Social values | Konsumentenverhalten | Consumer behaviour |
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