Authors: Zhang, S Schmitt, BH

Citation: S. Zhang et Bh. Schmitt, Creating local brands in multilingual international markets, J MARKET C, 38(3), 2001, pp. 313-325

Authors: Dube, L Schmitt, BH

Citation: L. Dube et Bh. Schmitt, The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category, PSYCHOL MAR, 16(3), 1999, pp. 211-224

Authors: Schmitt, BH Zhang, S

Citation: Bh. Schmitt et S. Zhang, Language structure and categorization: A study of classifiers in consumer cognition, judgment, and choice, J CONSUM R, 25(2), 1998, pp. 108-122