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The interplay of brand sound meaning and brand origin on new high-tech product evaluation
Lee, Sangwon - In: Journal of global scholars of marketing science : … 27 (2017) 1, pp. 16-30
Persistent link: https://www.econbiz.de/10011703034
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Does brand name matter in alleviating ethnocentrism? : the interplay of brand origin and brand name in radically new product evaluation
Lee, Sangwon - In: Journal of international consumer marketing 36 (2024) 3, pp. 197-207
Persistent link: https://www.econbiz.de/10014575023
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Interplay of brand origin and product origin on persuasion
Lee, Sangwon; He, Xin - In: Asian journal of marketing : the official journal of … 8 (2014) 1, pp. 44-53
Persistent link: https://www.econbiz.de/10010355113
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Country-of-origin fit : when does a discrepancy between brand origin and country of manufacture reduce consumers' product evaluations?
Johnson, Zachary S.; Tian, Yichao; Lee, Sangwon - In: The journal of brand management : an international journal 23 (2016) 4, pp. 403-418
Persistent link: https://www.econbiz.de/10011606877