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Keywords: Marketing
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Journal Articles
Journal of Contemporary Marketing Science (2022) 5 (2): 196–213.
Published: 04 October 2022
...Xiaoling Guo; Hao Liu; Yicong Zhang Purpose The aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image) and micro (service providers, brands, advertising and promotions) levels...
Journal Articles
Journal of Contemporary Marketing Science (2021) 4 (3): 397–423.
Published: 02 December 2021
... 2021 20 07 2021 18 10 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Esports Sponsoring Branding Marketing Advertising Fundação para a Ciência e a Tecnologia (FCT) SFRH/BD/143227/2019 European Social Fund (ESF...
