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Keywords: PBG
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (7): 1524–1543.
Published: 14 October 2021
...Asif Ali Safeer; Yun Chen; Muhammad Abrar; Nilesh Kumar; Amar Razzaq Purpose The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian...
