How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China
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DOI: 10.5539/ijbm.v12n11p111
Abstract: The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the… read more here.
Keywords: perceived brand; brand; brand globalness; globalness drives ... See more keywords