Effect of CEO Recognition on Brand Sympathy through Consumer Product Perception: A Comparative Analysis of Japanese and U.S. Consumers

This study investigated how consumers' chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers' perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior c...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of global marketing 2022-03, Vol.35 (2), p.133-147
1. Verfasser:	Furukawa, Hiroyasu
Format:	Artikel
Sprache:	eng
Schlagworte:	brand relationship brand sympathy CEO recognition Chief executive officers Consumer behavior Consumers environmental product perception Perceptions Sympathy
Online-Zugang:	Volltext
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