10 research outputs found
From Transaction Marketing to Relationship Marketing: Profiling Activities Throughout the Customer Relationship Life Cycle of Top Advertising Agencies in Malaysia
Accuracy of Matrix-Assisted Laser Desorption Ionization–Time of Flight Mass Spectrometry for Identification of Mycobacteria: a systematic review and meta-analysis
How perceived brand globalness creates brand value
In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers. Journal of International Business Studies (2003) 34, 53–65. doi:10.1057/palgrave.jibs.8400002