Consumer world-mindedness and attitudes toward product positioning in advertising: An examination of global versus foreign versus local positioning

Journal of International Marketing

Volumn 19, Issue 3, 2011, Pages 113-133

  Nijssen, Edwin J ^a   Douglas, Susan P ^b  

^a EINDHOVEN UNIVERSITY OF TECHNOLOGY   (Netherlands)

^b NONE

Author keywords

Advertising research; Consumer cultural positioning; Ethnocentrism; Global brands; World mindedness

Indexed keywords

EID: 80052869001     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.19.3.113     Document Type: Article

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