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Anthony C. Koh
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Journal Articles
Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness
Available to Purchase
Journal of Product & Brand Management (2020) 29 (3): 369–385.
Published: 08 October 2019
Journal Articles
Consumer culture brand positioning strategies: an experimental investigation
Available to Purchase
Journal of Product & Brand Management (2011) 20 (1): 48–57.
Published: 01 March 2011
