The impact of host country culture on new brand performance
General rise in consumer awareness has led to consumers becoming more aware of the culture of their country or community. Belonging or ascribing to a certain set of beliefs, values and customs is an essential part of every human being. In marketing if a brand is able to exhibit similar attributes, i...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/40904/ |
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