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Keywords: SME
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Journal Articles
Journal of Product & Brand Management (2019) 28 (1): 63–79.
Published: 05 March 2019
...Jae-Eun Chung; Byoungho Jin; So Won Jeong; Heesoon Yang Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type...
