Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness Article (Web of Science)

cited authors

  • Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C.

publication date

  • January 1, 2020

webpage

published in

category

keywords

  • Advertising
  • Brand evaluation
  • Cross-cultural research
  • Global branding
  • International marketing
  • Positioning

start page

  • 369

end page

  • 385

volume

  • 29

issue

  • 3