Understanding the interplay between brand globalness and localness among homegrown and foreign global brands in South Korea
Wanhsiu Sunny Tsai, Weiting Tao, Yu Liu and Yeunjae Lee
| Year of publication: |
2021
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|---|---|
| Authors: | Tsai, Wanhsiu Sunny ; Tao, Weiting ; Liu, Yu ; Lee, Yeunjae |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 34.2021, 1, p. 1-18
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| Subject: | brand globalness | consumer nationalism | Global and local consumer culture positioning | local iconness | localization | marketing capability | Südkorea | South Korea | Internationales Marketing | International marketing | Markenführung | Brand management | Globalisierung | Globalization | Konsumentenverhalten | Consumer behaviour | Herkunftsbezeichnung | Designation of origin | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2020.1759171 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012483618