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Keywords: Perceived brand globalness
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Journal Articles
Journal of Product & Brand Management (2020) 29 (7): 849–861.
Published: 04 February 2020
..., 2017). Judgments regarding the authenticity of a brand are subjective and socially or personally constructed by the individual consumer (Morhart et al., 2015). Emerging market Brand authenticity Brand credibility Global brand Local iconness Perceived brand globalness...
