Foreign Brand Admiration Among Young Consumers in Indonesia
This study extends the theoretical understanding of the positive and negative emotions of consumers towards foreign vs local brands by providing conceptualization and measurement of foreign brand admiration and passive brand hate towards local brands. The study incorporates hedonic value dominance...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Prasetiya Mulya Publishing
2020-05-01
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| Series: | International Research Journal of Business Studies |
| Subjects: | |
| Online Access: | http://irjbs.com/index.php/jurnalirjbs/article/view/1525 |