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Journal Articles

Can you bear with me? A comparison study of multifaceted discrepancy–brand avoidance relationships between China and the USA

Zi Wang, Paul C.Y. Liu, Ruizhi Yuan, Gwarlann de Kerviler

International Marketing Review (2024) 41 (6): 1577–1617.

https://doi.org/10.1108/IMR-05-2023-0090

Published: 28 October 2024

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Journal Articles

Platform success in the international marketplace: reconfiguring digital resources for marketing agility

Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang, Paul C.Y. Liu

International Marketing Review (2024) 41 (5): 856–871.

https://doi.org/10.1108/IMR-08-2023-0199

Published: 20 February 2024

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