The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement Through Perceived Brand Globalness.
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| Title: | The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement Through Perceived Brand Globalness. |
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| Authors: | Hu, Miao1 (AUTHOR) miaohu@hawaii.edu, Chen, Jie2 (AUTHOR) jiechen@sjtu.edu.cn, Alden, Dana L.3 (AUTHOR) dalden@hawaii.edu, Chen, Qimei4 (AUTHOR) qimei@hawaii.edu |
| Source: | Journal of International Marketing. Mar2023, Vol. 31 Issue 1, p49-68. 20p. 1 Diagram, 1 Chart, 4 Graphs. |
| Database: | Business Source Ultimate |
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| ISSN: | 1069031X |
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| DOI: | 10.1177/1069031X221134495 |
