How global brands incorporating local cultural elements increase consumer purchase likelihood : an empirical study in China
Jiaxun He and Cheng Lu Wang
| Year of publication: |
2017
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|---|---|
| Authors: | He, Jiaxun ; Wang, Cheng Lu |
| Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 34.2017, 4, p. 463-479
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| Subject: | Global brands | Global identity | Brand local iconness | Chinese elements | Cultural compatibility | Local identity | China | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Globalisierung | Globalization | Nationalkultur | National culture | Markenimage | Brand image | Markenartikel | Brand | Unternehmenskultur | Corporate culture | Multinationales Unternehmen | Transnational corporation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-08-2014-0272 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011760480