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Purpose: The purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s continued move toward greater integration. Design/methodology/approach: The study examines the three...
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Purpose: The purpose of this paper is to present an overview of the intersection of research into international marketing (IM) and the internet, seeking areas where knowledge is developing, and where further research is required. Design/methodology/approach: The study utilizes an integrative...
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