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Keywords: Localisation
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (5): 373–383.
Published: 14 August 2017
...Huda Khan; Larry Lockshin; Richard Lee; Armando Corsi Purpose The common market practice by global consumer brands to create localised packaging for foreign markets conflicts with findings that cast doubt on this strategy. By examining the differential influence of standard (Western) and local...
