Guilty by stereotypic association: Country animosity and brand prejudice and discrimination
This research tests the proposition that brands suffer prejudice and discrimination due to animosity toward a country with which they have a strong stereotypic association. In the first study, attitudinal data collected across a range of brands that vary in terms of the strength of the brand–country...
| Main Authors: | , |
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| Format: | Online |
| Language: | English |
| Published: |
Springer US
2009
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| Online Access: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3093668/ |