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Keywords: Domestic country bias
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2018) 35 (1): 72–92.
Published: 12 February 2018
...Ting-Hsiang Tseng; George Balabanis; Matthew Tingchi Liu Purpose The purpose of this paper is to examine the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries. Design/methodology/approach Two studies in two...
