Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands
International marketing review, 2023-02, Vol.40 (1), p.49-79 [Peer Reviewed Journal]Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 0265-1335 ;EISSN: 1758-6763 ;DOI: 10.1108/IMR-08-2021-0260
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