Does Brand Name Matter in Alleviating Ethnocentrism? The Interplay of Brand Origin and Brand Name in Radically New Product Evaluation

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2023-08-14 DOI:10.1080/08961530.2023.2243643

Sangwon Lee

引用次数: 1

查看原文本刊更多论文

品牌名称对缓解民族中心主义有重要意义吗？品牌起源与品牌名称在激进新产品评价中的互动

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.