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Keywords: Marketing standardization/adaptation
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Journal Articles
International Journal of Emerging Markets (2022) 17 (10): 2721–2739.
Published: 16 March 2021
...Cher-Min Fong; Hsing-Hua Stella Chang Purpose This research examines consumer assessments of brand value derived from the redeployment of brand-related assets following a crossborder acquisition (CBA). The current study synthesizes research on international marketing standardization/adaptation...
