Research

Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications

Journal Article
Coauthor(s)

Zhou, Lianxi, Zhiyong Yang, and Michel K. Hui

Publication Date

2010

Journal/Publisher

Journal of the Academy of Marketing Science

Additional Information

Vol. 38, 202-218

Dr. Zhiyong Yang

Professor and Department Head

Department of Marketing, Entrepreneurship, Hospitality & Tourism Bryan 441-B z_yang4@uncg.edu 336-334-3763