Cross-national invariance of the effect of personal collectivistic orientation on brand loyalty and equity: The United States versus South Korean consumers

Asia Pacific Journal of Marketing and Logistics

Volumn 21, Issue 1, 2009, Pages 41-57

  Yoo, Boonghee ^a  

^a HOFSTRA UNIVERSITY   (United States)

Author keywords

Brand equity; Brand loyalty; Collectivism; Culture; South Korea; United States of America

Indexed keywords

EID: 77951552384     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555850910926236     Document Type: Article

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