How global brands travel with consumers : An examination of the relationship between brand consistency and meaning across national boundaries

Autor:	Bengtsson, Anders, Bardhi, Fleura, Venkatraman, Meera
Zdroj:	International Marketing Review, 2010, Vol. 27, Issue 5, pp. 519-540.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/02651331011076572 Zobrazit plný text záznamu