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Keywords: Cool Japan
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Journal Articles
Revisiting “Cool Japan” in country-of-origin research: a commentary and future research directions
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Asia Pacific Journal of Marketing and Logistics (2023) 35 (9): 2251–2265.
Published: 03 February 2023
...Junji Miyamoto; Akira Shimizu; Junya Hayashi; Isaac Cheah Purpose This commentary and conceptual paper is aimed at investigating marketing perceptions of the country-of-origin (COO) perspectives, and emphasis is placed on the “Cool Japan” concept. Design/methodology/approach A review...
