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Keywords: Image
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Journal Articles
Country of brand origin positioning and financial performance: effects on internationalized companies from an emerging market
Available to Purchase
International Journal of Emerging Markets (2023) 18 (8): 1808–1826.
Published: 01 July 2021
... country. It positively affects all three financial metrics. For exporters, it is effective in increasing market share and returns on assets. Practical implications The research demonstrates the effectiveness of the image positioning of exporting and multinational companies that have...
