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,...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Journal |
| Published: |
2018
|
| Online Access: | https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84897952463&origin=inward http://cmuir.cmu.ac.th/jspui/handle/6653943832/45672 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Chiang Mai University |
Be the first to leave a comment!