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Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin

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  • Riefler, Petra

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  • Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:25-34
    DOI: 10.1016/j.ijresmar.2011.11.001
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