Taiwanese Consumers’ Perceptions of Local and Global Brands: An Investigation in Taiwan Computer Industry

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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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Bibliographic Details
Main Author:	Hsieh, Ya-Yun
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/24124/

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