Open AccessA Study on the Antecedents of Perceived Brand Globalness and Perceived Brand Localness and the Effect on Purchase Likelihood
Author(s) -
Yan Shi,
Hyun-Soon Kim
Publication year - 2016
Publication title -
yutong gyeong-yeong hakoeji
Language(s) - English
Resource type - Journals
eISSN - 2384-0145
pISSN - 2384-0137
DOI - 10.17961/jdmr.19.5.201610.41
Subject(s) - advertising , business , psychology , brand experience , marketing , brand awareness , new product development , product management