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Keywords: Product launch
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1996) 13 (4): 23–39.
Published: 01 August 1996
... from that country. Further, the extent of transferability of beliefs is moderated by the extent of perceived similarity between the well‐known and the new product categories. Consumer attitudes Country of origin Image Perceptions Product launch The 24 items were included in a pretest...
