Evaluation of International Brand Alliances: Brand Order and Consumer Ethnocentrism

Y Li; H. He

doi:10.1016/j.jbusres.2011.07.027

Evaluation of International Brand Alliances: Brand Order and Consumer Ethnocentrism

Y Li, H. He

Norwich Business School

Research output: Contribution to journal › Article › peer-review

42 Citations (Scopus)

Original language	English
Pages (from-to)	89-97
Number of pages	9
Journal	Journal of Business Research
Volume	66
Issue number	1
DOIs	https://doi.org/10.1016/j.jbusres.2011.07.027
Publication status	Published - Jan 2011

Keywords

Brand alliances
Brand attitude
Branding order
Consumer ethnocentrism
International brand alliances

Access to Document

10.1016/j.jbusres.2011.07.027

Cite this

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title = "Evaluation of International Brand Alliances: Brand Order and Consumer Ethnocentrism",

keywords = "Brand alliances, Brand attitude, Branding order, Consumer ethnocentrism, International brand alliances",

author = "Y Li and H. He",

year = "2011",

month = jan,

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language = "English",

volume = "66",

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publisher = "Elsevier",

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AU - He, H.

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KW - Branding order

KW - Consumer ethnocentrism

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