Work

Evaluation of branding strategies for global versus local brand: the role of concept consistency

Year: 2013

Type: article

Source: International Journal of Business Excellence

DOI: 10.1504/ijbex.2014.057876

Author: Plavini Punyatoya

Institutions: International Management Institute, International Management Institute, Bhubaneswar

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: W2078282587

FWCI: 0.734

Cites: 56

Cited by: 13

Related to: 10