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During the internationalization process, companies from emerging countries face dilemmas to overcome the disadvantage of their corporate image as being foreign. We demonstrate the effectiveness of the country of brand origin positioning, a kind of brand image strategy, on corporate financial performance.
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This page is a summary of: Country of brand origin positioning and financial performance: effects on internationalized companies from an emerging market, International Journal of Emerging Markets, July 2021, Emerald,
DOI: 10.1108/ijoem-11-2020-1423.
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