The Effect of Brand Internationalization Strategy on Domestic Consumers’ Purchase Intention: Configuration Analysis Based on Brand Authenticity Perspective

Brand internationalization is an important strategy for emerging market enterprises to promote their self-owned brand to the international market. It has practical significance for promoting domestic consumers’ trust and acceptance of the international self-owned brands. This paper uses the fuzzy-se...

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Detalles Bibliográficos
Autores principales: Zhang, Shaoqing, Fang, Yue, Zhang, Yuan, Zhang, Sihong
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9201047/
https://www.ncbi.nlm.nih.gov/pubmed/35719525
http://dx.doi.org/10.3389/fpsyg.2022.891974

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9201047/
https://www.ncbi.nlm.nih.gov/pubmed/35719525
http://dx.doi.org/10.3389/fpsyg.2022.891974

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