Local-global cobrand positioning and consumer evaluations in emerging markets
Onur Osmanoglu, Ayşegül Özsomer, and Gunes Biliciler
| Year of publication: |
2024
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|---|---|
| Authors: | Osmanoglu, Onur ; Ozsomer, Aysegul ; Biliciler, Gunes |
| Published in: |
Journal of international marketing. - London : Sage Publishing, ISSN 1547-7215, ZDB-ID 2070132-9. - Vol. 32.2024, 4, p. 81-98
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| Subject: | cobranding | global/local consumer culture positioning | word of mouth | signaling theory | emerging markets | consumer ethnocentrism | Konsumentenverhalten | Consumer behaviour | Schwellenländer | Emerging economies | Virales Marketing | Viral marketing | Signalling | Markenführung | Brand management | Internationales Marketing | International marketing | Nationalkultur | National culture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1069031X241268613 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015165294