Understanding the Interplay between Brand Globalness and Localness among Homegrown and Foreign Global Brands in South Korea Article

Tsai, Wanhsiu Sunny, Tao, Weiting, Liu, Yu et al. (2021). Understanding the Interplay between Brand Globalness and Localness among Homegrown and Foreign Global Brands in South Korea . 34(1), 1-18. 10.1080/08911762.2020.1759171

cited authors

  • Tsai, Wanhsiu Sunny; Tao, Weiting; Liu, Yu; Lee, Yeunjae

authors

publication date

  • January 1, 2021

keywords

  • Business
  • Business & Economics
  • CHINA
  • CONSUMER ATTITUDES
  • ETHNOCENTRISM
  • GLOBALIZATION
  • Global and local consumer culture positioning
  • IMPACT
  • INTERNATIONALIZATION
  • MARKETING CAPABILITIES
  • MODERATING ROLE
  • ORIENTATION
  • PERFORMANCE
  • Social Sciences
  • brand globalness
  • consumer nationalism
  • local iconness
  • localization
  • marketing capability

Digital Object Identifier (DOI)

publisher

  • TAYLOR & FRANCIS LTD

start page

  • 1

end page

  • 18

volume

  • 34

issue

  • 1