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Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness
Article (Web of Science)
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cited authors
Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C.
publication date
January 1, 2020
webpage
Web of Science
published in
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
Journal
Research
category
MANAGEMENT
Category
keywords
Advertising
Brand evaluation
Cross-cultural research
Global branding
International marketing
Positioning
Additional Document Info
start page
369
end page
385
volume
29
issue
3