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Keywords: Legitimation process
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Journal Articles
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 294–318.
Published: 06 August 2025
... approach, integrating the legitimation process perspective and the polyculturalist paradigm to develop a comprehensive framework for understanding global brand legitimacy through culture mixing. The framework begins by contextualizing the transition from globalization to deglobalization, highlighting...
