Preventing brand name blunders in doing business across cultures : theory and research
David W. Pan, Alan J. Pan, Berna Mutlu and David Rylander
| Year of publication: |
2020
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|---|---|
| Authors: | Pan, David W. ; Pan, Alan J. ; Mutlu, Berna ; Rylander, David |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 30.2020, 2, p. 115-146
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| Subject: | brand congruence | Comparative product assessment | consumer behavior | enculturation determinant logic | ethno-linguistic consistency | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2019.1622435 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012257934