Michael Hui

The Chinese University of Hong Kong (CUHK)

Professor of Marketing

Shatin, N.T.

Hong Kong

Hong Kong

  • The Chinese University of Hong Kong (CUHK)

SCHOLARLY PAPERS

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Scholarly Papers (1)

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Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications

Journal of the Academy of Marketing Science 2010, 38, 202-218
Number of pages: 17 Posted: 01 Nov 2013
Lianxi Zhou, Zhiyong Yang and Michael Hui
Brock University, Miami University of Ohio and The Chinese University of Hong Kong (CUHK)
Downloads 224 (294,368)
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Abstract:

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Perceived brand foreignness, Confidence in brand origin identification, Brand value, Emerging market