Current affiliation: Aix-Marseille UniversiteSubject: Business & ManagementPrimary location: France
Published in:Marketing Intelligence & PlanningPublication date:2013-07-26
The case of brand extensions
Published in:Asia Pacific Journal of Marketing and LogisticsPublication date:2015-06-08
An empirical analysis in China
Territory of origin (TOO) may build consumer's product perceptions but is not widely investigated. With 668 Chinese consumers, we have shown it is...