TY  - JOUR
AB  - In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing strategies. This adds an entirely new dimension to a company’s marketing strategy when it comes to identifying, attracting, and retaining a market. This paper examines the concept of brand loyalty, discusses the various issues connected with brand loyalty, discusses cross‐cultural views on brand loyalty throughout the world, and illustrates the proliferation of brand loyalty across international frontiers.
VL  - 3
IS  - 3
SN  - 1460-1060
DO  - 10.1108/14601060010334876
UR  - https://doi.org/10.1108/14601060010334876
AU  - Palumbo Fred
AU  - Herbig Paul
PY  - 2000
Y1  - 2000/01/01
TI  - The multicultural context of brand loyalty
T2  - European Journal of Innovation Management
PB  - MCB UP Ltd
SP  - 116
EP  - 125
Y2  - 2024/04/23
ER  -