Branding in a global marketplace: The mediating effects of quality and self-identity brand signals

International Journal of Research in Marketing - Tập 28 Số 4 - Trang 342-351 - 2011
Yuliya Strizhakova1, Robin A. Coulter2, Linda L. Price3
1School of Business, Rutgers University-Camden, 227 Penn Street, Camden, NJ 08102, United States
2School of Business, University of Connecticut 2100 Hillside Road, Storrs, CT 06269-1041, United States
3Eller College of Management, University of Arizona, Tucson, AZ 85721, United States

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