Global vs local brands: How home country bias and price differences impact brand evaluations

International Marketing Review

Volumn 31, Issue 2, 2014, Pages 102-128

  Winit, Warat ^a   Gregory, Gary ^b   Cleveland, Mark ^c   Verlegh, Peeter ^d  

^a CHIANG MAI UNIVERSITY   (Thailand)

^b UNIVERSITY OF NEW SOUTH WALES   (Australia)

^c UNIVERSITY OF WESTERN ONTARIO   (Canada)

^d UNIVERSITY OF AMSTERDAM   (Netherlands)

Author keywords

Consumer behaviour; Country of origin; Ethnocentrism; Global marketing; Thailand

Indexed keywords

EID: 84897952463     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/IMR-01-2012-0001     Document Type: Article

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