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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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Bibliographic Details
Main Author:	Kovalenko, Oksana
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2012
Online Access:	https://eprints.nottingham.ac.uk/26000/

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