Global-local consumer identities as drivers of global digital brand usage
- Author(s)
- Katerina Makri, Karolos-Konstantinos Papadas, Bodo B. Schlegelmilch
- Organisation(s)
- External organisation(s)
- University of York, Wirtschaftsuniversität Wien (WU)
- Journal
- International Marketing Review
- Volume
- 36
- Pages
- 702-725
- No. of pages
- 24
- ISSN
- 0265-1335
- DOI
- https://doi.org/10.1108/IMR-03-2018-0104
- Publication date
- 09-2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502016 SME-research
- Keywords
- ASJC Scopus subject areas
- Marketing, Business and International Management
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/globallocal-consumer-identities-as-drivers-of-global-digital-brand-usage(68b0906d-3c8b-41db-ac48-a6b083889838).html