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Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin

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  • Riefler, Petra
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  • Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:25-34
    DOI: 10.1016/j.ijresmar.2011.11.001
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    References listed on IDEAS

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    9. Riefler, Petra & Diamantopoulos, Adamantios, 2009. "Consumer cosmopolitanism: Review and replication of the CYMYC scale," Journal of Business Research, Elsevier, vol. 62(4), pages 407-419, April.
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    14. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
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