The relationship between perceived brand globalness/localness and purchase intention: Exploring the role of consumer-brand identification with underdog positioning

Bangwool Han

The relationship between perceived brand globalness/localness and purchase intention: Exploring the role of consumer-brand identification with underdog positioning

Bangwool Han

Department of International Trade

Research output: Contribution to journal › Journal article › peer-review

Original language	Korean
Journal	Journal of Product and Brand Management
State	Published - 2023.04.3

Cite this

@article{f61de83724da43c59792c761aabc931a,

title = "The relationship between perceived brand globalness/localness and purchase intention: Exploring the role of consumer-brand identification with underdog positioning",

author = "Bangwool Han",

year = "2023",

month = apr,

day = "3",

language = "Korean",

journal = "Journal of Product and Brand Management",

issn = "1061-0421",

}