How does consumers’ local or global identity influence price–perceived quality associations? The role of perceived quality variance
Globalization has substantially influenced the world economy. However, managers have a limited understanding of how local– global identity influences consumers’ price perceptions and behavior. In this research, the authors propose that consumers’ local (vs. global) identity leads to a greater tenden...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publications Ltd
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |