Brand and consumer characteristics as drivers of behaviour towards global and local brands
The main purpose of this research is to determine influence of brand and consumer characteristics on consumers` behaviour regarding purchase of global and local brands. Starting from Theory of planned behaviour and Theory of social identity several antecedents of consumers` attitudes were researc...
| Main Authors: | , , |
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| Format: | Article |
| Language: | deu |
| Published: |
Faculty of Economics University of Rijeka
2018-12-01
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| Series: | Zbornik radova Ekonomskog fakulteta u Rijeci : časopis za ekonomsku teoriju i praksu |
| Subjects: | |
| Online Access: | https://www.efri.uniri.hr/upload/17-Sapic-Kocic-Filipovic-2018-2.pdf |