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Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research
Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand preference since Steenkamp, Batra, and Alden’s (2003) landmark article. In this systematic literature review, we organize and synthesize the literature on PBG and PBL by analyzin
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