Non-local or local brands? : a multi-level investigation into confidence in brand origin identification and its strategic implications
Lianxi Zhou; Zhiyong Yang; Michael K. Hui
| Year of publication: |
2010
|
|---|---|
| Authors: | Zhou, Lianxi ; Yang, Zhiyong ; Hui, Michael K. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 38.2010, 2, p. 202-218
|
| Subject: | Ursprungsregeln | Rules of origin | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Schwellenländer | Emerging economies | China |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003980617