Research

How Does Consumers’ Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance

Journal Article
Coauthor(s)

Yang, Zhiyong, Sijie Sun, Ashok Lalwani, and Narayan Janakiraman

Publication Date

2019

Journal/Publisher

Journal of Marketing

Dr. Zhiyong Yang

Professor and Department Head

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