- Agarwal, S., & Teas, R. K. (2001). Perceived value: mediating role of perceived risk. Journal of Marketing theory and Practice, 9(4), 1-14.
- Alden, D. L., Steenkamp, J.-B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of marketing, 63(1), 75-87.
- Ali, R, N., Mohsen. R., & Hossein. B. (2012). The survey of consumer behavior behavior in relation to foreign brands against domestic brands, Development Management, 8, 56-47. (Persian).
- Bahng, Y., Kincade, D. H., & Yang, J.-h. (2013). College students’ apparel shopping orientation and brand/product preferences. Journal of Fashion Marketing and Management: An International Journal, 17(3), 367-384.
- da Silva Lopes, T., & Casson, M. (2007). Entrepreneurship and the development of global brands. Business History Review, 81(4), 651-680.
- Dholakia, U. M., & Talukdar, D. (2004). How social influence affects consumption trends in emerging markets: An empirical investigation of the consumption convergence hypothesis. Psychology & Marketing, 21(10), 775-797.
- Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
- Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
- Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of marketing, 70(1), 34-49.
- Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International journal of human-computer studies, 59(4), 451-474.
- Ford, J. B., Mueller, B., Taylor, C. R., & Hollis, N. (2011). The Tension between Strategy and Execution: Challenges for International Advertising Research: Globalization is Much More Than Universal Branding. Journal of Advertising research, 51(1 50th Anniversary Supplement), 27-41.
- Hernani-Merino, M., Mazzon, J. A., & Isabella, G. (2015). Modelo de suscetibilidade para a cultura de consumo global. Revista Brasileira de Gestão de Negócios, 17(57), 1212-1227.
- Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). Managing the global brand: A typology of consumer perceptions. The global market: Developing a strategy to managing across borders, 91.
- Hosseini, S., Hamid K., & Rezvani, M. (2012). Brand Community Management, Cultural Research Bureau, 25. – 42. (Persian).
- Hsieh, M.-H. (2004). Measuring global brand equity using cross-national survey data. Journal of International Marketing, 12(2), 28-57.
- Hyun Baek, T., & Whitehill King, K. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272.
- Jordan, J. S., Walker, M., Kent, A., & Inoue, Y. (2011). The frequency of nonresponse analyses in the Journal of Sport Management. Journal of sport Management, 25(3), 229-239.
- Kapferer, J.-N. (2003). As marcas, capital daempresa: criar e desenvolver marcas fortes. PortoAlegre: Bookman.
- Keillor, B. D., D'Amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology & Marketing, 18(1), 1-19.
- Lysonski, S. (2014). Receptivity of young Chinese to American and global brands: psychological underpinnings. Journal of Consumer Marketing, 31(4), 250-262.
- Mitchell, V.-W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing, 33(1/2), 163-195.
- Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketing science, 18(1), 51-65.
- Moody, D., Mirkazemi, S. A., & Wahdadi, M (2015). The Relationship between Brand Features and brand Brand in Sport Shoes, Contemporary Research in Sport Management, 5, (9), 71-61(Persian).
- Okazaki, S., Mueller, B., & Taylor, C. R. (2010). Global consumer culture positioning: testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers. Journal of International Marketing, 18(2), 20-34.
- Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28.
- Refuel Agency (2015). What makes college consumers so valuable to marketers? Retrieved fromhttp://www.refuelagency.com/expertise/college-marketing.
- Steenkamp, J.-B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
- Strizhakova, Y., & Coulter, R. A. (2015). Drivers of local relative to global brand purchases: A contingency approach. Journal of International Marketing, 23(1), 1-22.
- Swait, J., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing science, 26(5), 679-697.
- Talay, M. B., Townsend, J. D., & Yeniyurt, S. (2015). Global brand architecture position and market-based performance: the moderating role of culture. Journal of International Marketing, 23(2), 55-72.
- Taylor, C. R., & Okazaki, S. (2015). Do global brands use similar executional styles across cultures? A comparison of US and Japanese television advertising. Journal of Advertising, 44(3), 276-288.
- Yoh, T., Chen, H. Y., & Jang, I. (2016). Utilitarian and Hedonic Consumption Values on American College Students’ Athletic Footwear Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 6(12), 307-320.
- Zhou, L., Teng, L., & Poon, P. S. (2008). Susceptibility to global consumer culture: A three‐dimensional scale. Psychology & Marketing, 25(4), 336-351.
- Ali, R, N., Mohsen. R., & Hossein. B. (2012). The survey of consumer behavior behavior in relation to foreign brands against domestic brands, Development Management, 8, 47- 56. (Persian).
|