Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior

Cristel Russell (), Dale Russell () and Jill Klein ()

Marketing Letters, 2011, vol. 22, issue 4, 357-371

Keywords: Country-of-origin; Ambivalence; Brand image; Indirect measure; Latent construct (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1007/s11002-010-9129-7

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