Naseem, Nayyer; Verma, Swati; Yaprak, Attila - In: International marketing in the fast changing world, (pp. 255-288). 2015
Purpose The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves...
