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Keywords: Chinese elements
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (4): 463–479.
Published: 10 July 2017
...Jiaxun He; Cheng Lu Wang Purpose The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood. Design/methodology/approach Six global brand products from three categories that utilized Chinese elements are used...
