Work

Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets

Year: 2021

Type: article

Study design: Observational Study

Source: Journal of Global Marketing

DOI: 10.1080/08911762.2021.1886385

Authors: Abena A. Yeboah-Banin, Emmanuel Silva Quaye

Institutions: University of Ghana, University of the Witwatersrand

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W3133673151

FWCI: 2.987

Cites: 79

Cited by: 30

Related to: 10