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Keywords: South-East Asia
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (2): 469–489.
Published: 20 March 2024
... on the cross-race effect, we hypothesize that facial similarity – the extent to which the actors starring in a movie share similar facial features – will reduce the country-level box-office performance of US movies in East and South-East Asia (ESEA) countries. Design/methodology/approach We assembled...
