A cross-cultural study of staying reasons of American brands
Purpose: Although researchers have investigated thoroughly the consumer’s brand switching behaviour, the probability of confusion regarding “brand switching” is a less travelled road so far. Therefore, the purpose of current study is to investigate and highlight the underlying convincing parameters...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
Emerald
2019
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/23602/ https://doi.org/10.1108/JIMA-08-2017-0086 |
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