Country or Brand: What Matters to Younger Millennials?
Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they ar...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2020-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123063507002 |