Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set

  • Rajeev Batra, Y. Charles Zhang, Nilüfer Z. Aydinoğlu, Fred M. Feinberg
  • Journal of Marketing Research, December 2017, American Marketing Association (AMA)
  • DOI: 10.1509/jmr.13.0058

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http://dx.doi.org/10.1509/jmr.13.0058