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Keywords: Brand localization
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Journal Articles
Journal of Historical Research in Marketing (2020) 12 (4): 503–524.
Published: 08 October 2020
... © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only China Social movement Consumer boycotts Brand localization Cross-culture marketing Nationalistic appeals Nationalism refers to “feelings of love, identification, loyalty and commitment...
