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Keywords: Globalization and deglobalization
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 370–396.
Published: 25 August 2025
... to the coexistence and mutual promotion of both. Building on the need for an integrated perspective, the study aims to (1) develop and validate a scale to measure CCOSP in the intertwined context of globalization and deglobalization and (2) identify the applications of CCOSP on consumer behaviors in the field...
Includes: Supplementary data
