Can Global Brands Charge Price Premiums? Investigating the Effects of Perceived Brand Globalness on Consumers' Reservation Prices

Author(s)
Vasileios Davvetas, Christina Sichtmann, Adamantios Diamantopoulos
Organisation(s)
Department of Accounting, Innovation and Strategy
Publication date
2015
Peer reviewed
Yes
Austrian Fields of Science 2012
502052 Business administration
Keywords
Portal url
https://ucris.univie.ac.at/portal/en/publications/can-global-brands-charge-price-premiums-investigating-the-effects-of-perceived-brand-globalness-on-consumers-reservation-prices(f198eaf6-6d05-451d-9fc9-292e6be8cdbe).html