“Should Have I Bought the Other One?” Experiencing Regret in Global Versus Local Brand Purchase Decisions

Davvetas, V orcid.org/0000-0002-8905-7390 and Diamantopoulos, A (2018) “Should Have I Bought the Other One?” Experiencing Regret in Global Versus Local Brand Purchase Decisions. Journal of International Marketing, 26 (2). pp. 1-21. ISSN 1069-031X

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Authors/Creators:
Copyright, Publisher and Additional Information: © 2018, American Marketing Association. This is an author produced version of a paper published in Journal of International Marketing. Reproduced with permission from American Medical Association.
Keywords: global brands, local brands; regret; postpurchase behavior; justifiability; global identity
Dates:
  • Accepted: 1 March 2018
  • Published (online): 12 April 2018
  • Published: 1 June 2018
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Depositing User: Symplectic Publications
Date Deposited: 13 Mar 2018 11:31
Last Modified: 27 Jan 2021 14:41
Status: Published
Publisher: American Marketing Association
Identification Number: https://doi.org/10.1509/jim.17.0040

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