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Keywords: Countryphilia
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Journal Articles
Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2025) 42 (2-3): 412–434.
Published: 04 June 2025
... with local brands, specifically examining the role of positive emotions, countryphilia, and affiliation with national and peer groups. Design/methodology/approach We adopt a positivist research approach and conduct the preliminary and main studies by collecting data via online questionnaires from...
