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How global brands incorporating local cultural elements increase consumer purchase likelihood : an empirical study in China
He, Jiaxun; Wang, Cheng Lu - In: International marketing review 34 (2017) 4, pp. 463-479
Persistent link: https://www.econbiz.de/10011760480
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The moderating role of Hofstede's cultural dimensions in the customer-brand relationship in China and India
Hur, Won-moo; Kang, Seongho; Kim, Minsung - In: Cross cultural management : an international journal 22 (2015) 3, pp. 487-508
Persistent link: https://www.econbiz.de/10011312552
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Cross-Cultural Communication of Chinese Brands
Zhang, Jingyun - 2024
Preface -- Introduction -- Chapter 1 Status and Problems of Cross-cultural Communication of Chinese Brands -- Chapter 2 Implied Context in Cross-cultural Communication of Chinese Brands -- Chapter 3 Chinese Brand Cross-Cultural Communication Strategy: Psychological Distance -- Chapter 4...
Persistent link: https://www.econbiz.de/10014544851
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Enhancing consumer attitude toward culturally mixed symbolic products from foreign global brands in an emerging-market setting : the role of cultural respect
Guo, Xiaoling; Heinberg, Martin; Zou, Shaoming - In: Journal of international marketing 27 (2019) 3, pp. 79-97
Persistent link: https://www.econbiz.de/10012106870
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Evaluation of culturally symbolic brand : the role of "fear of missing out" phenomenon
Kang, Inwon; Son, Jeyoung; Koo, Jakyung - In: Journal of international consumer marketing 31 (2019) 3, pp. 270-286
Persistent link: https://www.econbiz.de/10012200733
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Cultural resonance of global brands in Brazilian social movements
Suarez, Maribel; Belk, Russell W. - In: International marketing review 34 (2017) 4, pp. 480-497
Persistent link: https://www.econbiz.de/10011760489
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Positioning multicountry brands : the impact of variation in cultural values and competitive set
Batra, Rajeev; Zhang, Y. Charles; Aydinoğlu, Nilüfer Z.; … - In: Journal of marketing research : JMR 54 (2017) 6, pp. 914-931
Persistent link: https://www.econbiz.de/10011784993
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Conceptualising the influence of the cultural orientation of Latin Americans on consumers' choice of US brands
Gaur, Sanjaya Singh; Bathula, Hanoku; Valcarcel Diaz, … - In: European business review : EBR ; the official journal … 27 (2015) 5, pp. 477-494
Persistent link: https://www.econbiz.de/10011443126
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Ethnoconsumerism and cultural branding : designing "Nano" car : commentary
Venkatesh, Alladi; Khanwalkar, Seema; Lawrence, Lynda; … - In: Qualitative market research : an international journal 16 (2013) 1, pp. 108-119
Persistent link: https://www.econbiz.de/10010204001
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Pathways to global versus local brand preferences : the roles of cultural identity and brand perceptions in emerging African markets
Yeboah-Banin, Abena A.; Quaye, Emmanuel Silva - In: Journal of global marketing 34 (2021) 5, pp. 372-391
Persistent link: https://www.econbiz.de/10012695201