The coalescence effect : how a combination of foreign and local appeals enhances customer engagement through perceived brand globalness
Miao Hu, Jie Chen, Dana L. Alden, and Qimei Chen
| Year of publication: |
2023
|
|---|---|
| Authors: | Hu, Miao ; Chen, Jie ; Alden, Dana L. ; Chen, Qimei |
| Subject: | contextualization | country of origin | cross-cultural | customer engagement | perceived brand globalness | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Internationales Marketing | International marketing | Herkunftsbezeichnung | Designation of origin | Multinationales Unternehmen | Transnational corporation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1069031X221134495 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014233451