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Keywords: Buy-national campaign
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (2): 239–253.
Published: 10 April 2017
...Andrea Insch; Damien Mather; John Knight Purpose The purpose of this paper is to investigate consumer willingness to pay a premium for domestically manufactured products in the context of a buy-national campaign and the role of congruity in determining that willingness. Design/methodology...
