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Keywords: Local iconness
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (1): 42–58.
Published: 15 July 2024
...Wanping Zeng; Eunmi Kim Purpose This study investigates the underlying mechanism through which perceived local iconness increases customers’ purchase intentions for culturally mixed products. Design/methodology/approach It utilizes an online survey with purposive sampling to gather data...
