Pathways to global versus local brand preferences : the roles of cultural identity and brand perceptions in emerging African markets
Abena A. Yeboah-Banin and Emmanuel Silva Quaye
| Year of publication: |
2021
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|---|---|
| Authors: | Yeboah-Banin, Abena A. ; Silva Quaye, Emmanuel |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 34.2021, 5, p. 372-391
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| Subject: | brand positioning | consumer perceived value | Global identity | global vs. local brand preference | local identity | perceived brand globalness | perceived brand localness | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Kulturelle Identität | Cultural identity | Markenartikel | Brand | Globalisierung | Globalization | Internationales Marketing | International marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2021.1886385 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012695201