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Uniqueness perception and willingness to buy protected geographical origin versus doppelgänger brands
This study explores what drives consumers’ judgments and decisions – uniqueness perception of a foreign product with protected geographical origin cue or uniqueness perception of a domestic doppelgänger product. We find that uniqueness perception of domestic brands has greater impact on willingness...
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| Publié dans: | Organizations and Markets in Emerging Economies |
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| Auteurs principaux: | , , , , |
| Format: | Artigo |
| Langue: | Inglês |
| Publié: |
Vilniaus Universitetas
2017
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| Sujets: | |
| Accès en ligne: | https://www.redalyc.org/articulo.oa?id=692375794005 |
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