Drivers of brand commitment: A cross-national investigation

Journal of International Marketing

Volumn 18, Issue 2, 2010, Pages 64-79

  Eisingerich, Andreas B ^a   Rubera, Gaia ^b  

^a IMPERIAL COLLEGE LONDON   (United Kingdom)

^b MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

Brand commitment; Brand innovativeness; Customer orientation; Global brand management; Social responsibility

Indexed keywords

EID: 77952974503     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.18.2.64     Document Type: Article

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