Congruent versus Incongruent Branding for Emerging Market Firms
Author:
Affiliation:
1. Management, Penn State Harrisburg, Middletown, Pennsylvania, USA;
2. Marketing, Newcastle University Business School, Newcastle upon Tyne, UK
Publisher
Informa UK Limited
Subject
Marketing,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/08961530.2020.1767528
Reference39 articles.
1. The country-of-origin lie: impact of foreign branding on customers’ willingness to buy and willingness to pay when the product’s actual origin is disclosed
2. Amadeo, K. 2018. What are emerging markets? Five defining characteristics. https://www.thebalance.com/what-are-emerging-markets-3305927.
3. Consumer Response to Diffusion Brands and Luxury Brands: The Role of Country of Origin and Country of Manufacture
4. The Effect of Country-Related Brand Associations and Product Attributes on Attitude toward Unfamiliar Foreign Brands: A Schema Congruity Perspective
5. The Influence of Macro‐Level Motives on Consideration Set Composition in Novel Purchase Situations
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