When is it necessary to localise product packaging?
Year of publication: |
2017
|
---|---|
Authors: | Khan, Huda ; Lockshin, Larry ; Lee, Richard ; Corsi, Armando |
Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 34.2017, 5, p. 373-383
|
Subject: | Standardisation | Packaging | Localisation | Choice behaviour | Packaging cues | Foreignness | Brand likeability | Verpackung | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Standardisierung | Standardization | Markenimage | Brand image |
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