Browsing Business Administration by Subject "Culture"
Now showing items 1-2 of 2
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Consumers and brands across the globe: research synthesis and new directions
(American Marketing Association, 2018-03)Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, ... -
Make it your own: how process valence and self-construal affect evaluation of self-made products
(Wiley, 2014-06)Self-production, participation of consumers in the production process of products for their own consumption, leads to consumers' enhanced evaluations of the self-made products. Three experimental studies investigate how ...
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