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Keywords: Brand competence
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Journal Articles
The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2023) 40 (1): 4–27.
Published: 01 April 2022
...Jiaxun He; Jiaye Ge Purpose This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world. Design/methodology/approach Besides the study...
