The impact of cultural authenticity on brand uniqueness and willingness to try : the case of Chinese brands and US consumers
Sarah Song Southworth and Jung Ha-Brookshire
| Year of publication: |
2016
|
|---|---|
| Authors: | Southworth, Sarah ; Ha-Brookshire, Jung E. |
| Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 28.2016, 4, p. 724-742
|
| Subject: | Asian brand | Brand logo | Brand uniqueness | Chinese brand | Cultural authenticity | Willingness to try | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | China | Markenartikel | Brand | Markenimage | Brand image | Nationalkultur | National culture | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-11-2015-0174 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011622799