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Keywords: Auxiliary channels
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (10): 2146–2172.
Published: 05 June 2019
... influences the performance of auxiliary channels (e.g. DVDs). The success of a movie in the home country is also to be resonated by its good performance in host countries. However, the cultural contingency of these success-breeds-success (SBS) effects has not been examined. This paper aims to test...
