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Keywords: Cultural elements authenticity
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Journal Articles
Journal of Product & Brand Management (2021) 30 (8): 1077–1093.
Published: 02 December 2020
...Michel Laroche; Rong Li; Marie-Odile Richard; Muxin Shao Purpose This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride...
