Perspective Chapter: A Systematic Review and Research Agenda on Standardization versus Adaptation of Brand Elements in International Markets
This paper aims to systematically review and critically examine marketing research on the standardization/adaptation of brand elements and explain its importance, given its increasing influence internationally. 46 journal articles indexed in Scopus and Web of Science databases examine with focus on...
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| Formato: | Capítulo de libro |
| Lenguaje: | inglés |
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IntechOpen
2022
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| Acceso en línea: | https://www.intechopen.com/chapters/81664 |
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