Work

Exploring masstige marketing strategy between American versus Asian smartwatch brands in an emerging market

Year: 2025

Type: article

Source: Middle East J of Management

DOI: 10.1504/mejm.2025.147311

Authors: Hayat Ayar Senturk, Rabia Tuna

Institutions: Lund University, Yıldız Technical University

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: W4412601893

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