THE VALUE OF CONSUMER DISPOSITIONS AS MODERATORSIN GLOBAL BRANDING RESEARCH
(주)코리아스칼라
- 최초 등록일
- 2016.08.09
- 최종 저작일
- 2016.07
- 16페이지/ 어도비 PDF
- 가격 4,900원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Timo Mandler, Fabian Bartsch
영어 초록
This paper assesses the moderating role of consumer dispositions for global branding research. We introduce a mediation model studying the effects of perceived brand globalness (PBG) on brand-related responses, followed by several moderated mediation analyses. Our findings yield surprisingly sparse evidence for the moderating role of well-established consumer dispositions.
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