Interactive role of consumer discrimination and branding against counterfeiting : a study of multinational managers' perception of global brands in China
Mahmut Sonmez; Deli Yang; Gerald Fryxell
| Year of publication: |
2013
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|---|---|
| Authors: | Sonmez, Mahmut ; Yang, Deli ; Fryxell, Gerald |
| Published in: |
Journal of business ethics : JOBE. - Dordrecht : Springer, ISSN 0167-4544, ZDB-ID 868017-6. - Vol. 115.2013, 1, p. 195-211
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| Subject: | Anti-counterfeiting success | Branding | Managerial perception | Consumer discrimination | Counterfeiting | Global brand | Markenführung | Brand management | China | Produktpiraterie | Product counterfeiting | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Multinationales Unternehmen | Transnational corporation | Markenartikel | Brand | Wahrnehmung | Perception | Markenimage | Brand image |