Global-local consumer identities as drivers of global digital brand usage

Makri, Katerina, Papadas, Karolos-Konstantinos orcid.org/0000-0002-1447-1108 and Schlegelmilch, Bodo B. (2019) Global-local consumer identities as drivers of global digital brand usage. International Marketing Review. pp. 702-725. ISSN 1758-6763

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Copyright, Publisher and Additional Information: This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.
Keywords: Global digital brands,Global-local identity,Hedonic motivation,Social networking sites usage,Business and International Management,Marketing
Dates:
  • Published (online): 31 December 2018
  • Published: 9 September 2019
Institution: The University of York
Academic Units: The University of York > Faculty of Social Sciences (York) > The York Management School
Depositing User: Pure (York)
Date Deposited: 02 Jan 2019 14:10
Last Modified: 09 Dec 2021 05:18
Published Version: https://doi.org/10.1108/IMR-03-2018-0104
Status: Published
Refereed: Yes
Identification Number: https://doi.org/10.1108/IMR-03-2018-0104
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