The underlying social identities of a nation's brand

International Marketing Review

Volumn 27, Issue 4, 2010, Pages 450-465

  Lee, Richard ^a   Klobas, Jane ^b,c   Tezinde, Tito ^d   Murphy, Jamie ^b  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

^b UNIVERSITY OF WESTERN AUSTRALIA   (Australia)

^c BOCCONI UNIVERSITY   (Italy)

^d Moçambique Cellular SARL   (Mozambique)

Author keywords

Brands; Consumer behaviour; Country of origin; Customer loyalty; Ethnocentrism; Mozambique

Indexed keywords

EID: 77954405744     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651331011058608     Document Type: Article

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