Taiwanese Consumers’ Perceptions of Local and Global Brands: An Investigation in Taiwan Computer Industry
This study aims to investigate how consumers in a newly developed country, Taiwan, perceive local brands and global brands in the computer industry. To access an in-depth understanding and evaluate factors that influence consumers’ assessment of local and global brands, the country-of-origin effect...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2010
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| Online Access: | https://eprints.nottingham.ac.uk/24124/ |