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Keywords: Prototypical brand
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Journal Articles
Prototypical brands and cultural influences: Enhancing a country’s image via the marketing of its products
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Journal:
Management Decision
Management Decision (2019) 57 (11): 3159–3176.
Published: 12 February 2019
...Byoungho Jin; Heesoon Yang; Naeun Kim Purpose To extend the understanding of country image to the country whose image is less distinctive, the purpose of this paper is to examine two salient factors: one country’s prototypical brand and its cultural influence (i.e. Korean Wave) on shaping...
