Effects of Brand Local-Non-Local Origin on Consumer Attitudes in Developing Countries
Batra, Rajeev, Venkatram Ramaswamy, S. Ramachander, Dana Alden, and Jan Benedict Steenkamp (2000), “Effects of Brand Local/Non-Local Origin on Consumer Attitudes in Developing Countries,” Journal of Consumer Psychology, 9 (2), 83-95.
View/Download