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Keywords: Nationalistic appeals
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Journal Articles
Journal of Historical Research in Marketing (2020) 12 (4): 503–524.
Published: 08 October 2020
...Tony Yan; Michael R. Hyman Purpose The purpose of this study is to explore how nationalistic appeals may affect consumers’ perception and purchasing of targeted brands. Qualitative historical data from old China (1900–1949) reveal that social movement groups can adopt nationalistic appeals...
