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Keywords: Sectoral brands
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (2): 206–226.
Published: 31 July 2023
...Marina Lourenção; Janaina de Moura Engracia Giraldi; Keith Dinnie Purpose Sectoral brands are umbrella brands created to represent all companies’ products belonging to a country’s economic industry abroad to enhance their export performance. This study aims to explore the development of a sectoral...
