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Keywords: Insiders
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Journal Articles
Journal:
Nankai Business Review International
Nankai Business Review International (2020) 11 (3): 441–458.
Published: 03 February 2020
... perspective, this study finds that brand cross-border charitable activities have different influences on consumers in different countries because of an identity transformation mechanism that exists between the “insiders” and the “outsiders”, which is different from the assumptions of western theories...
