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How global brands incorporating local cultural elements increase consumer purchase likelihood: an empirical study in China
He, Jiaxun, Wang, Cheng Lu, Cadogan, JohnW., Wang, Cheng LuLanguage:
english
Journal:
International Marketing Review
DOI:
10.1108/IMR-08-2014-0272
Date:
June, 2017
File:
PDF, 515 KB
english, 2017