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

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

Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 29, Issue 1, March 2012, Pages 25-34

Petra Riefler,