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The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning
B Han - Journal of Product & Brand Management, 2023 - emerald.com
Purpose This study aims to examine how perceptions of the globalness or localness of a
brand affect the purchase intentions of consumers through the building of consumer–brand …
brand affect the purchase intentions of consumers through the building of consumer–brand …
Think global and buy global: The influence of global identity on Indian consumers' behaviour toward Chinese smartphone brands
P Raman, K Aashish - Journal of Global Marketing, 2021 - Taylor & Francis
The objective of this study is to examine Indian consumers' global identity, ethnocentrism
and animosity between India and China–two countries that have a diverse economic …
and animosity between India and China–two countries that have a diverse economic …