How global brands incorporating local cultural elements increase consumer purchase likelihood
Year of publication: |
2017
|
---|---|
Authors: | He, Jiaxun ; Wang, Cheng Lu |
Published in: |
International Marketing Review. - Emerald Publishing Limited, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 34.2017, 4, p. 463-479
|
Publisher: |
Emerald Publishing Limited |
Subject: | Global brands | Global identity | Brand local iconness | Chinese elements | Cultural compatibility | Local identity |
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