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Keywords: Cross-national
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Journal Articles
Cross Cultural Management: An International Journal (2014) 21 (2): 150–171.
Published: 29 April 2014
... reputation building is crucial for international marketing success. This research contributes to both marketing international theory and professional cross-national practice. First, we present a cross-national study of the direct effects of a cognitive (i.e. reputation of brands from a COO) and affective...
