Identifying new segments from a global branding perspective : a three-country study
Maria Palazzo, Agostino Vollero, Alfonso Siano
| Year of publication: |
December 2016
|
|---|---|
| Authors: | Palazzo, Maria ; Vollero, Agostino ; Siano, Alfonso |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3318, ZDB-ID 2725961-4. - Vol. 4.2016, 4, p. 159-171
|
| Subject: | national identity | ethnocentrism | brand loyalty | consumer attitudes | global brands | COO effect | multiple correspondence analysis | cluster analysis | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Internationales Marketing | International marketing | Nationalkultur | National culture | Clusteranalyse | Cluster analysis | Markenartikel | Brand | Markentreue | Brand loyalty | Marktsegmentierung | Market segmentation |