Uncertainty evokes consumers' preference for brands incongruent with their global-local citizenship identity
Sharon Ng, Ali Faraji-Rad, and Rajeev Batra
| Year of publication: |
2021
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|---|---|
| Authors: | Ng, Sharon ; Faraji-Rad, Ali ; Batra, Rajeev |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 58.2021, 2, p. 400-415
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| Subject: | globalization | branding | identity | uncertainty | creativity | divergent thinking | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kreativität | Creativity | Markenimage | Brand image | Markenartikel | Brand | Risiko | Risk | Globalisierung | Globalization | Kulturelle Identität | Cultural identity | Internationales Marketing | International marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243720972956 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012492717