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Keywords: Local identity
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Journal Articles
Journal of Product & Brand Management (2022) 31 (5): 718–730.
Published: 29 September 2021
... country of origin, neglecting its potential relevance for understanding the consumption choices of sojourners and expatriates. This paper aims to investigate how the length of stay (LOS) in a foreign country, as a manifestation of local identity, shapes expatriate consumers’ food brand preferences...
