How Product Category Shapes Preferences toward Global and...

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

Davvetas, Vasileios, Diamantopoulos, Adamantios
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Language:
english
Journal:
Journal of International Marketing
DOI:
10.1509/JIM.15.0110
Date:
June, 2016
File:
PDF, 599 KB
english, 2016
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