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Keywords: Distribution intensity
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2023) 40 (1): 127–154.
Published: 02 December 2022
..., distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap. Design/methodology/approach This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2...
