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Keywords: NIE
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Journal Articles
Journal of Product & Brand Management (2019) 28 (1): 63–79.
Published: 05 March 2019
... influenced the degree of product standardization. Originality/value This study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby...
