Would you pay extra to support a local brand?

Global has more appeal but there is a home-country advantage

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Bibliographic Details
Main Author:	Singapore Management University
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2015
Subjects:	Advertising and Promotion Management Entrepreneurial and Small Business Operations Marketing
Online Access:	https://ink.library.smu.edu.sg/pers/226 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1210&context=pers
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Institution:	Singapore Management University
Language:	English

Description
Summary:	Global has more appeal but there is a home-country advantage

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