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Keywords: Lagos
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Journal Articles
Qualitative Market Research: An International Journal (2020) 23 (4): 907–932.
Published: 20 February 2020
...Sanya Ojo Purpose This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand. Design/methodology/approach Using a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding...
