How perceived local iconness of culturally mixed products enhances purchase intention : the mediating role of consumer perceived value
Year of publication: |
2025
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Authors: | Zeng, Wanping ; Kim, Eunmi |
Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 37.2025, 1, p. 42-58
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Subject: | Consumer perceived value | Culturally mixed products | Culture mixing | Global brand | Local iconness | Signaling theory | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Kulturelle Identität | Cultural identity | Internationales Marketing | International marketing |
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