The Effect of National Brand Failure on Micro-National Image and Attitudes Toward Other Brands: The Moderating Role of Ethnocentrism
This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surve...
-д хадгалсан:
| Үндсэн зохиолчид: | , |
|---|---|
| Формат: | Artigo |
| Хэл сонгох: | Inglês |
| Хэвлэсэн: |
Korean Marketing Association
2025-10-01
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| Цуврал: | Asia Marketing Journal |
| Нөхцлүүд: | |
| Онлайн хандалт: | https://amj.kma.re.kr/journal/vol27/iss3/5/ |
| Шошгууд: |
Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!
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