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作者:Byeong-Joon Moon , Han-Mo Oh
来源:[J].International Marketing Review, 2017, Vol.34 (2), pp.224-238
摘要:Purpose(#br)The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels. Integrating the theory of planned behaviour (TPB) and the concepts of country-induced biases, t...
作者:Byeong-Joon Moon , Lee W. Lee , Chang Hoon Oh
来源:[J].International Marketing Review, 2015, Vol.32 (5), pp.518-539
摘要:Purpose(#br) – The purpose of this paper is to investigate the relationship among consumers’ corporate associations, consumer-corporate connection, and corporate brand loyalty, with a particular focus on the moderating role of national culture. (#br)Design/methodology/approa...

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