Evaluation of International Brand Alliances: Brand Order and Consumer Ethnocentrism

Y Li, H. He

Research output: Contribution to journalArticle

33 Citations (Scopus)
Original languageEnglish
Pages (from-to)89-97
Number of pages9
JournalJournal of Business Research
Volume66
Issue number1
DOIs
Publication statusPublished - Jan 2011

Keywords

  • Brand alliances
  • Brand attitude
  • Branding order
  • Consumer ethnocentrism
  • International brand alliances

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