The effects of cultural distance on online brand popularity
Author:
Funder
Hankuk University of Foreign Studies
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
https://link.springer.com/content/pdf/10.1057/s41262-020-00227-1.pdf
Reference101 articles.
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3. Applbaum, K., and I. Jordt. 1996. Notes toward an application of McCracken’s “cultural categories” for cross-cultural consumer research. Journal of Consumer Research 23 (3): 204–218.
4. Baldus, B.J., C. Voorhees, and R. Calantone. 2015. Online brand community engagement: Scale development and validation. Journal of Business Research 68 (5): 978–985.
5. Banerjee, S. 2008. Strategic brand-culture fit: A conceptual framework for brand management. Journal of Brand Management 15 (5): 312–321.
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