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Keywords: Identity theory
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (3-4): 745–766.
Published: 22 May 2024
...Douglas Ewing; Mohammadali Zolfagharian; Sasawan Heingraj Purpose This study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory considers consumer behavior as driven by multiple...
Includes: Supplementary data
