The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis

The initial phase, in which early market entrants gained significant sales, was soon replaced by increased market competition. By 2006, A. T. Kearney noted that global retailer interest in Eastern Europe had declined significantly from previously ‘very high interest’ in the region between 2000–2005. Their report noted, ‘This doesn’t mean the region is losing
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