Conceptualising consumers’ cultural and social self-concept: the mediating effects of national acculturation. Implications for international branding

Eva Kipnis, A.J. Broderick

    Research output: Contribution to conferencePaper

    43 Downloads (Pure)
    Original languageEnglish
    Publication statusPublished - 2008

    Bibliographical note

    Paper presented at the 2008 Academy of Marketing Conference (AM 2008), held 8-10 July, 2008, Aberdeen, UK, and published in the conference proceedings.

    Keywords

    • social identity
    • brand image
    • acculturation
    • emerging markets

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