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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 - In: International marketing review 34 (2017) 4, pp. 463-479
Persistent link: https://www.econbiz.de/10011760480
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Cultural resonance of global brands in Brazilian social movements
Suarez, Maribel; Belk, Russell W. - In: International marketing review 34 (2017) 4, pp. 480-497
Persistent link: https://www.econbiz.de/10011760489
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Which cues cause consumers to perceive brands as more global? : a conjoint analysis
De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International marketing review 32 (2015) 6, pp. 606-626
Persistent link: https://www.econbiz.de/10011517527
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The impact of brand gender on brand equity : findings from a large-scale cross-cultural study in ten countries
Lieven, Theo; Hildebrand, Christian - In: International marketing review 33 (2016) 2, pp. 178-195
Persistent link: https://www.econbiz.de/10011518461
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How global brands travel with consumers : an examination of the relationship between brand consistency and meaning across national boundaries
Bengtsson, Anders; Bardhi, Fleura; Venkatraman, Meera - In: International marketing review 27 (2010) 5, pp. 519-540
Persistent link: https://www.econbiz.de/10008906890
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Resolving the impasse regarding research on the origins of products and brands
Samiee, Saeed - In: International marketing review 28 (2011) 5, pp. 473-485
Persistent link: https://www.econbiz.de/10009305314
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"What? I thought Samsung was Japanese" : accurate or not, perceived country of origin matters
Magnusson, Peter; Westjohn, Stanford A.; Zdravkovic, Srdan - In: International marketing review 28 (2011) 5, pp. 454-472
Persistent link: https://www.econbiz.de/10009305317
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A qualitative approach to understanding brand image in an international context : insights from Croatia and Serbia
Brecic, Ružica; Filipovic, Jelena; Gorton, Matthew; … - In: International marketing review 30 (2013) 4, pp. 275-296
Persistent link: https://www.econbiz.de/10009774278
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Global vs local brands : how home country bias and price differences impact brand evaluations
Winit, Warat; Gregory, Gary; Cleveland, Mark; Verlegh, … - In: International marketing review 31 (2014) 2, pp. 102-128
Persistent link: https://www.econbiz.de/10010345204
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How global brands create firm value : the 4V model
Steenkamp, Jan-Benedict E. M. - In: International marketing review 31 (2014) 1, pp. 5-29
Persistent link: https://www.econbiz.de/10010253940