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Keywords: Cross-country differences
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (7): 785–794.
Published: 10 August 2020
... to marketing managers: they should tailor their branding and communication strategies accordingly. Originality/value So far, the understanding of cross-cultural and cross-country differences in consumer–brand relationships has remained limited. This study adopts a rigorous approach to cross-cultural...
