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Keywords: International branding
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Journal Articles
Review of International Business and Strategy (2024) 34 (2): 311–339.
Published: 15 March 2024
...Manoella Antonieta Ramos Purpose The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in the field and suggest future research. Design/methodology/approach The analyzed...
