The Effect of Brand Internationalization Strategy on Domestic Consumers’ Purchase Intention: Configuration Analysis Based on Brand Authenticity Perspective
Brand internationalization is an important strategy for emerging market enterprises to promote their self-owned brand to the international market. It has practical significance for promoting domestic consumers’ trust and acceptance of the international self-owned brands. This paper uses the fuzzy-se...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.891974/full |