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The halo effect of foreign brands on the misclassification of local brands Cover

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The halo effect of foreign brands on the misclassification of local brands

Management & Marketing

Volume 14 (2019): Issue 4 (December 2019)

By: Sulhaini Sulhaini, Baiq Handayani Rinuastuti and Dwi Putra Buana Sakti

Open Access

|Dec 2019

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DOI: https://doi.org/10.2478/mmcks-2019-0025 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206

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Language: English

Page range: 357 - 371

Published on: Dec 21, 2019

Published by: Society for Business Excellence

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

brand identity misclassification,

inferior image of local products,

consumer attitudes

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Entrepreneurship

© 2019 Sulhaini Sulhaini, Baiq Handayani Rinuastuti, Dwi Putra Buana Sakti, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 14 (2019): Issue 4 (December 2019)