Construction of Image and Attitudes Toward Global-local Brand Alliances: The Effects of Globalness and Localness

There is an inherent tension between globalization and localization leading many multinational corporations to decide to focus on either global brands or local brands. By opting for global brands, corporations may lose opportunities because local brands are linked with local values, lifestyles, and...

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Bibliographic Details
Main Author: San Jose Iglesias, Rafael (Author)
Other Authors: Glynn, Mark (Contributor), Giroux, Marilyn (Contributor)
Format: Others
Published: Auckland University of Technology, 2019-07-16T23:20:01Z.
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