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

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:
halo effect,
brand identity misclassification,
inferior image of local products,
consumer attitudes
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Marketing, sales, customer relations,
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.

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