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Keywords: Chinese elements
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Journal Articles
Journal of Product & Brand Management (2021) 30 (8): 1077–1093.
Published: 02 December 2020
...) affecting the purchase intentions (PIs) toward global brands using Chinese elements among Chinese consumers in China and Chinese immigrants in North America. Another aim is to examine the moderating role of acculturation in the relationship between cultural pride and PIs among Chinese immigrants. Design...
