Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry
Asif Ali Safeer and Yewang Zhou
| Year of publication: |
2025
|
|---|---|
| Authors: | Safeer, Asif Ali ; Zhou, Yewang |
| Published in: |
International journal of emerging markets. - Bradford : Emerald, ISSN 1746-8817, ZDB-ID 2242085-X. - Vol. 20.2025, 1, p. 259-277
|
| Subject: | Brand attitude | Perceived brand globalness | Perceived brand origin | Perceived brand localness | Consumer ethnocentrism | Consumer word-of-mouth | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Virales Marketing | Viral marketing | Markenartikel | Brand | Herkunftsbezeichnung | Designation of origin | Gastgewerbe | Hospitality industry |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJOEM-06-2022-0964 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015396096