KOREASCHOLAR

EFFECTS OF COUNTRY-OF-ORIGIN FIT ON WESTERN BRAND STATUS: A DISCUSSION OF CROSS-BORDER ACQUISITION BY ASIAN INVESTORS

Ken Kumagai
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/441646
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.91-96
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Country-of-Origin FitCross-Border AcquisitionBrand AuthenticityBrand StatusConsumer Brand Evaluations
Author
  • Ken Kumagai(Toyo University, Japan)