Consumer identity acculturation strategies: an alternative approach to analysing consumers’ perceptions of foreign and domestic brands

Eva Kipnis, A.J. Broderick

    Research output: Contribution to conferencePaper

    24 Downloads (Pure)
    Original languageEnglish
    Publication statusPublished - 2009

    Bibliographical note

    Paper presented at the Academy of Marketing Annual Conference 2009, Held 7-9 July 2009, Leeds, UK, and published in the conference proceedings.

    Keywords

    • international marketing
    • consumer social identity
    • brand image
    • acculturation

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