The Role of Self-Construal and Competitiveness in Consumers’ Self-Brand Connection with Domestic vs. Foreign Brands
Volume: 33, Issue: 3, Pages: 319 - 337
Published: Jul 16, 2020
Abstract
The purpose of this study was to explore the effect of self-construal (independence vs. interdependence) traits on consumer self and communal brand connection for domestic local and foreign global...
Paper Details
Title
The Role of Self-Construal and Competitiveness in Consumers’ Self-Brand Connection with Domestic vs. Foreign Brands
Published Date
Jul 16, 2020
Volume
33
Issue
3
Pages
319 - 337
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