How do consumers from developed regions evaluate global...

How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global–local identity

Guo, Xiaoling, Hong, Ying-yi
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Volume:
1
Language:
english
Journal:
Journal of Contemporary Marketing Science
DOI:
10.1108/JCMARS-08-2018-0008
Date:
September, 2018
File:
PDF, 312 KB
english, 2018
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