Country or Brand: What Matters to Younger Millennials?

Country or Brand: What Matters to Younger Millennials?

Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they ar...

Full description

Saved in:
Bibliographic Details
Main Authors: Sergio Garrido Moraes, Vivian Iara Strehlau
Format: Article
Language:English
Published: FUCAPE Business School 2020-01-01
Series:BBR: Brazilian Business Review
Subjects:
country of origin
global brands
generation
Online Access:http://www.redalyc.org/articulo.oa?id=123063507002
Tags: Add Tag
No Tags, Be the first to tag this record!

Similar Items

Similar Items