How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

By Vasileios Davvetas, Adamantios Diamantopoulos. 2016

120 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6e5aaf20e355cbb45f405f23707b7dd29e7fa7a4

Citations in the corpus

• The Rise of an Athlete Brand: Factors Influencing the Social Media following of Athletes (2020, unknown): “According to schema theory, when an individual encounters new information about a brand, the information is evaluated within the existing schema that is attached to the brand and is subsequently integrated into the existing schema (Davvetas & Diamantopoulos, 2016).”