Does Brand Name Matter in Alleviating Ethnocentrism? The Interplay of Brand Origin and Brand Name in Radically New Product Evaluation
Author:
Affiliation:
1. Department of Marketing, Miller College of Business, Ball State University, Muncie, IN, USA
Publisher
Informa UK Limited
Subject
Marketing,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/08961530.2023.2243643
Reference53 articles.
1. Measuring Brand Equity Across Products and Markets
2. Consumer Evaluations of Brand Extensions
3. Consumer Ethnocentrism in Turkey: Ours are Better than Theirs
4. Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach
5. Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
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