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Keywords: Legitimation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (7): 84–116.
Published: 10 June 2024
... The findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant...
