The curious case of global branding : investigating the link between ethnic identity and consumer attitudes towards global brands
Harsandaldeep Kaur and Pranay Moktan
| Year of publication: |
2024
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|---|---|
| Authors: | Harsandaldeep Kaur ; Moktan, Pranay |
| Published in: |
International journal of Indian culture and business management : IJICBM. - Genève : Inderscience Enterprises, ISSN 1753-0814, ZDB-ID 2439496-8. - Vol. 31.2024, 2, p. 123-144
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| Subject: | collectivism | consumer attitudes towards global brands | ethnic identity | global brands | masculinity | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity | Markenartikel | Brand | Nationalkultur | National culture | Ethnische Gruppe | Ethnic group | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJICBM.2024.136803 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015064611