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Keywords: Global and local consumer culture positioning
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2016) 32 (3): 19–21.
Published: 14 March 2016
... format. © Emerald Group Publishing Limited 2016 Cluster analysis Conjoint analysis Global and local consumer culture positioning Perceived brand globalness Few would deny the global appeal of car maker Audi, who use the German slogan “Vorsprung durch Technik” along...
