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Keywords: Localisation
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Journal Articles
Journal of Product & Brand Management (2017) 26 (6): 589–599.
Published: 18 September 2017
...Huda Khan; Richard Lee; Larry Lockshin Purpose The common market practice by foreign marketers is to sell their brands in standard or localised packaging or sometimes both in the context of Pakistan. By examining the differential influence of standard (Western) and local (Urdu) packaging...
