Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations
Magnusson, Peter, Westjohn, Stanford A., Sirianni, Nancy J.
Journal of International Business Studies · 2019 · Volume 50 · Issue 3
DOI: 10.1057/s41267-018-0175-3
Abstract
Across four lab experiments and a field study, we find that brands are evaluated more favorably when the brand is positioned in a manner that is congruent
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