Chowdhury, Reza; Chun, Wootae; Choi, Sungchul; Friend, … - In: Asia Pacific Journal of Marketing and Logistics 32 (2020) 8, pp. 1737-1758
Purpose: The objective of this article is to investigate the moderating role of national cultures in the relationship between brand value and firm value. Design/methodology/approach: This article examines the topic in the context of different national cultural attributes, including...