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Identifying brand image dimensionality and measuring the degree of brand globalization: a cross-national study
The author aims to answer two questions related to brand globalization: 1. whether the pattern of brand image dimensionality is similar across international markets and, 2. how cohesive brand image perception is in a global market. Results from a 20-country, 70-region study provide concrete evidence that supports the applicability of the proposed benefit-based multidimensional image structure that corresponds to consumers' sensory, utilitarian, and symbolic and economic need at both the global and national level. On the basis of the identified image dimensions, the author proposes an alternative approach to measuring the degree of global brand image cohesiveness as an indicator of brand globalization.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brand image Globalization Statistical analysis studies |
| ISBN/ISSN | 1069031X |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |