Modelling brand origin recognition accuracy

Nicholas Alexander, Marguerite Moore, Anne Marie Doherty, Jason Carpenter

Research output: Contribution to conferencePaper

Abstract

This paper looks at modelling brand origin recognition accuracy
Original languageEnglish
Publication statusPublished - Nov 2011
EventThought Leaders in Brand Management 7th International Conference - Lugano, Switzerland
Duration: 20 Nov 2011 → …

Conference

ConferenceThought Leaders in Brand Management 7th International Conference
CountrySwitzerland
CityLugano
Period20/11/11 → …

Keywords

  • culture
  • retailer-as-brand
  • brand
  • origin
  • cosmopolitanism
  • ethnocentrism

Cite this

Alexander, N., Moore, M., Doherty, A. M., & Carpenter, J. (2011). Modelling brand origin recognition accuracy. Paper presented at Thought Leaders in Brand Management 7th International Conference, Lugano, Switzerland.