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Keywords: Mobile consumers
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Journal Articles
Journal of Product & Brand Management (2026) 35 (7): 1084–1097.
Published: 07 May 2026
... the negative moderating role of globalism, while perceived out-group rejection attenuates the positive effect of multiculturalism. Practical implications The findings offer insights for local brand managers operating in markets characterized by transient and globally mobile consumers. Understanding how...
