Research on the formation mechanism of brand identification in cross-border e-commerce platforms — Based on the perspective of perceived brand globalness/localness-Reference-Cited by-同舟云学术

Research on the formation mechanism of brand identification in cross-border e-commerce platforms — Based on the perspective of perceived brand globalness/localness

Published:2024-02 Issue:3 Volume:10 Page:e25155
ISSN:2405-8440
Container-title:Heliyon
language:en
Short-container-title:Heliyon

Author:

Li Qian,Tan Jianbin,Jiao Yongbing^ORCID

Funder

Taizhou University

National Office for Philosophy and Social Sciences

Publisher

Elsevier BV

Reference76 articles.

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4. Does being perceived as global pay off? An analysis of leading foreign and domestic multinational corporations in India, Japan, and the United States;Swoboda;J. Int. Market.,2016

5. Effects of brand local and nonlocal origin on consumer attitudes in developing countries;Batra;J. Consum. Psychol.,2000

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