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Keywords: Local iconness
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Journal Articles
Journal of Product & Brand Management (2020) 29 (7): 849–861.
Published: 04 February 2020
... globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested...
