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Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands
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Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective
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Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective
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Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets
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Beyond adaptation: consumer-driven glocalization and the negotiation of luxury brand meaning in China
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