The halo effect of foreign brands on the misclassification of local brands
Consumers generally lack the ability to identify brands’ true origins, with their attribution of the wrong origins to well-known brands showing their underlying attitudes. This study suggests that the misclassification of local brands in Indonesia is driven by the halo effect of foreign brands (i.e....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2019-12-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/mmcks.2019.14.issue-4/mmcks-2019-0025/mmcks-2019-0025.xml?format=INT |