The impact of host country culture on new brand performance

• Main Authors: Aghaeian, Sara, Sheikh Ahmad, Fauziah, Rezaei, Sakineh
• Format: Article
• Published: 2013
• Subjects: H Social Sciences
• Online Access: http://eprints.utm.my/id/eprint/40904/

General rise in consumer awareness has led to consumers becoming more aware of the culture of their country or community. Belonging or ascribing to a certain set of beliefs, values and customs is an essential part of every human being. In marketing if a brand is able to exhibit similar attributes, i...