Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Journal of the Academy of Marketing Science

Volumn 38, Issue 2, 2010, Pages 202-218

  Zhou, Lianxi ^a   Yang, Zhiyong ^b   Hui, Michael K ^c  

^a BROCK UNIVERSITY   (Canada)

^b UNIVERSITY OF TEXAS AT ARLINGTON   (United States)

^c CHINESE UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Brand value; Confidence in brand origin identification; Emerging market; Perceived brand foreignness

Indexed keywords

EID: 79952850435     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-009-0153-1     Document Type: Article

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