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Keywords: Deglobalisation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 466–492.
Published: 03 November 2025
...Han Yin; Eddy S. Fang; Treasa Kearney; Miranda Mirosa; Cangyu Jin Purpose Deglobalisation is challenging traditional trade patterns, with multinational companies increasingly facing boycotts driven by consumer animosity towards countries of origin (CO). Given the prominence of consumer animosity...
