How does cultural tightness-looseness affect attitudes toward a local vs foreign brand transgression?
Jiaye Ge and Myung-Soo Jo and Emine Sarigollu
| Year of publication: |
2023
|
|---|---|
| Authors: | Ge, Jiaye ; Jo, Myung-Soo ; Sarigollu, Emine |
| Subject: | Brand transgression | Buffering effect | Cultural tightness and looseness | Foreign brand | Local brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-06-2022-0151 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014470391