Do Ethnic Marketing Efforts Pay Off?: Interaction Effects of Accomodated Brand and Price on Product Evaluation and Purchase Intention

Michaelis Manuel, Duong Dinh Hai Van, Heussler Tobias, Meyer Mareike, Ahlert Dieter



Publication type
Article in Journal

Publication status
Published

Year
2009

Journal
Advances in Consumer Research (forthcoming)

Volume
2009

Issue
36

Start page
552

End page
553

Pages range
52-553

Language
English