Global vs local brands: How home country bias and price differences impact brand evaluations
Purpose: The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership. It examines main and interactive effects of consumers' perceptions of these factors,...
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| Main Authors: | , , , |
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| Format: | Journal |
| Published: |
2018
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| Online Access: | https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84897952463&origin=inward http://cmuir.cmu.ac.th/jspui/handle/6653943832/45672 |
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| Institution: | Chiang Mai University |