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Ausgabenstruktur privater Haushalte : eine empirische Studie zum Ausgabenverhalten in den USA von 1973 - 1994

Robicheaux, Robert A. - In: Informationssysteme für das Handelsmanagement : …, (pp. 167-188). 1998

Persistent link: https://www.econbiz.de/10001303188

Consumer culture brand positioning strategies: an experimental investigation

Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C. - In: Journal of Product & Brand Management 20 (2011) 1, pp. 48-57

Purpose – The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand. Design/methodology/approach – Using an experimental method in the...

Persistent link: https://www.econbiz.de/10014896204

Consumer culture brand positioning strategies : an experimental investigation

Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C. - In: The journal of product & brand management 20 (2011) 1, pp. 48-57

Persistent link: https://www.econbiz.de/10009007095

Predicting the effectiveness of celebrity endorsements using the balance theory

Roy, Subhadip; Gammoh, Bashar S.; Koh, Anthony C. - In: Journal of customer behaviour 11 (2012) 1, pp. 33-52

Persistent link: https://www.econbiz.de/10009563574

Antecedents of belief in global citizenship : a two-country empirical investigation

Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C.; … - In: Journal of global marketing 28 (2015) 1, pp. 52-66

Persistent link: https://www.econbiz.de/10010520761