Outbreaks of animosity against the West in China: effects on local brand consumption
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DOI: 10.1108/imr-07-2014-0222
Abstract: Purpose Local brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against the West (AAW) might benefit local brands by raising… read more here.
Keywords: brand consumption; animosity west; local brand; brand ... See more keywords