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Keywords: Signaling theory
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Journal Articles
Consequences of perceived brand globalness and localness on brand consistency and clarity
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (1): 120–140.
Published: 11 April 2025
.../value This study uniquely investigates the direct effects of PBG and PBL on the signaling theory elements of brand consistency and clarity. It distinctively introduces brand consistency as a mediator between perceived brand globalness, perceived brand localness and perceived quality, while expanding...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (1): 3–28.
Published: 03 August 2020
... to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Variety seeking Signaling theory E-commerce Satisfaction Behavioral intentions Hotels Búsqueda de variedad Teoría de señales Comercio electrónico...
