Cargando…
Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context
The globalization of markets and consumer behavior has changed dramatically in recent years. Similarly, global and local brands are facing many challenges in emerging markets. Thus, in this backdrop, this research is intended to examine the impact of consumer perceptions of brand localness and globa...
| Autores principales: | , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
|
| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9313522/ https://www.ncbi.nlm.nih.gov/pubmed/35898987 http://dx.doi.org/10.3389/fpsyg.2022.919020 |