Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism

International Journal of Emerging Markets

Volumn 6, Issue 4, 2011, Pages 291-303

  Akram, Aneela ^a   Merunka, Dwight ^a   Shakaib Akram, Muhammad ^a  

^a University Aix Marseille   (France)

Author keywords

Consumer behaviour; Emerging markets; Ethnocentrism; Global brands; Pakistan

Indexed keywords

EID: 84986166002     PISSN: 17468809     EISSN: 17468817     Source Type: Journal    
DOI: 10.1108/17468801111170329     Document Type: Article

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