Work

Brand Positioning Based on Brand Image–Country Image Fit

Year: 2019

Type: article

Source: Marketing Science

DOI: 10.1287/mksc.2019.1151

Authors: Kristina Klein, Franziska Völckner, Hernán A. Bruno, Henrik Sattler, Pascal Bruno

Institutions: University of Bremen, University of Cologne, Universität Hamburg

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: W2944595039

FWCI: 4.978

Cites: 69

Cited by: 42

Related to: 10