Social media and corporate image as determinants of global and local brands purchase: Moderating effects of consumer openness to foreign cultures

Social media and corporate image as determinants of global and local brands purchase: Moderating effects of consumer openness to foreign cultures

The main goal of this paper is to analyze the impact of social media marketing activities (SMMA) and corporate image as antecedents of global and local brands purchase. Furthermore, the goal of this research is to determine whether consumer openness to foreign cultures has moderating influence on s...

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Bibliographic Details
Main Authors: Jovana Filipović, Srđan Šapić, Jasmina Dlačić
Format: Article
Language:English
Published: University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja 2023-06-01
Series:Mенаџмент у хотелијерству и туризму
Subjects:
local brand
global brand
social media
corporate image
consumer openness
Online Access:https://htmanagementvb.com/index.php/HITM/article/view/261

Internet

https://htmanagementvb.com/index.php/HITM/article/view/261

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