The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework
Abstract
International marketing literature indicates that both the global and/or local nature of a brand and the image of the brand’s origin influence consumer attitudes. However, only limited research has examined these influences in combination. This paper contributes to this research direction by investigating the independent as well as the interactive effects of globalness/localness perceptions and country stereotypes. Results from two studies...
Paper Details
Title
The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework
Published Date
Dec 1, 2021
Journal
Volume
137
Pages
28 - 38
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History