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Title: Leveraging the brand meanings in cross-cultural context : an exploratory study
Authors: Ho, Ivan
Wu, Yijie
Yang, Emmeline Linli
Keywords: DRNTU::Business::Marketing::Product management
Issue Date: 2003
Abstract: In expanding our understanding of brands and consumer behaviour, the interactions between brand associations, country-of-origin effects and cross-cultural influences were assessed. A theoretical framework adapted from past models was proposed. Findings indicated that youths engaged the use of functional and symbolic attributes in their choice of brands, subject to cultural influences.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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