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...
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| Principais autores: | , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Korean Marketing Association
2025-10-01
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| Serier: | Asia Marketing Journal |
| Fag: | |
| Online adgang: | https://amj.kma.re.kr/journal/vol27/iss3/5/ |
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