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Keywords: Glocalization
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (2): 390–409.
Published: 18 November 2025
...Yihua Zhao; Xiaofeng Chen Purpose This study develops a process model of symbolic glocalization to explain how multinational corporations manage the evolution of their brand meaning in culturally distinct markets. Focusing on lululemon in China (2013–2024), we analyze how the brand navigated...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2017) 18 (1): 81–94.
Published: 06 February 2017
...Liangjun Zhou; Jerred Junqi Wang; Xiaoying Chen; Chundong Lei; James J. Zhang; Xiao Meng Purpose Building upon the framework of glocalization, the purpose of this paper is to summarize the development of National Basketball Association (NBA) in Chinese market, explore its successful...
