The curious case of global branding: investigating the link between ethnic identity and consumer attitudes towards global brands
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Published:2024
Issue:2
Volume:31
Page:123-144
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ISSN:1753-0806
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Container-title:International Journal of Indian Culture and Business Management
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language:en
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Short-container-title:IJICBM
Author:
Kaur Harsandaldeep,Moktan Pranay
Publisher
Inderscience Publishers