The compensatory influences of country stereotypes and the global/local nature of brands : an extended framework
Year of publication: |
2021
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Authors: | Bourdin, David ; Halkias, Georgios ; Makri, Aikaterini |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 137.2021, p. 28-38
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Subject: | Brand attitude | Brand globalness | Brand localness | Country stereotypes | Purchase intentions | Stereotype content model | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Internationales Marketing | International marketing | Herkunftsbezeichnung | Designation of origin |
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