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Keywords: External threat
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 419–437.
Published: 27 January 2026
...Yu-ting Hu; Yongcheng Xin Purpose The era of deglobalization, marked by intensifying trade conflicts, directly translates into heightened external threats for brands, which often disrupt their provision of products and services. However, such threats can rally domestic consumers and boost brand...
