The country of distribution effect on the brand attitude change
This research investigates the country of distribution effect on the change of attitudes towards a brand. Country of distribution is defined as the results (positive or negative) obtained by a brand when it communicates to be distributed in a foreigner locale. The results of three experiments demons...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2014-08-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/233 |