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The EU as superordinate brand origin: an entitativity perspective

Purpose Drawing from the entitativity theory, the purpose of this paper is to focus on the European Union (EU) as a superordinate entity and investigate the extent to which a "Made-in-EU" designation leads to superior/inferior brand evaluations and through them to higher/lower purchase intentions... Full description

1st Person: Adamantios Diamantopoulos
Additional Persons: Marc Herz; Nicole Koschate-Fischer
Source: in International marketing review Vol. 34, No. 2 (2017), p. 183
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Type of Publication: Article
Language: English
Published: 2017
Online: http://search.proquest.com/docview/1889352960
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