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Acculturaton to the global consumer culture: Scale development and research paradigm

✍ Scribed by Mark Cleveland; Michel Laroche


Book ID
116618012
Publisher
Elsevier Science
Year
2007
Tongue
English
Weight
440 KB
Volume
60
Category
Article
ISSN
0148-2963

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## Abstract Prior research shows the existence of the construct β€œglobal consumer culture” and its related strategic implications for brand positioning strategies. However, the potential contribution of global consumer culture and associated positioning strategy to brand value would depend on consum