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Keywords: Global brand
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2019) 23 (3): 775–798.
Published: 25 October 2019
...Miguel Ángel Lopez-Lomelí; Joan Llonch-Andreu; Josep Rialp-Criado Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal...
