Evaluating the Combined Effect of Strategy, Brand and Country of Origin on Consumers’ Perceptions of Global Products
Abstract Key words: brand, country of origin, local brands, global brands, consumer perception, self-identity, lock-in strategies, first mover advantage, resource based view. The aim of this research work is to evaluate and analyse the ways consumers perceive global products given the effects of st...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2012
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| Online Access: | https://eprints.nottingham.ac.uk/26000/ |