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Keywords: Brand globalness
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Journal Articles
Are global brands trustworthy?: The role of brand affect, brand innovativeness, and consumer ethnocentrism
Available to Purchase
Journal:
European Business Review
European Business Review (2019) 31 (6): 926–946.
Published: 14 October 2019
... ethnocentrism in these relationships. Design/methodology/approach In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed. Findings Brand globalness is positively related to brand affect...
