Susceptibility to global consumer cultur
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Lianxi Zhou; Lefa Teng; Patrick S. Poon
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Article
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2008
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John Wiley and Sons
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English
β 278 KB
## Abstract Prior research shows the existence of the construct βglobal consumer cultureβ 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