EXPRESS: The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement through Perceived Brand Globalness,Journal of International Marketing

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EXPRESS: The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement through Perceived Brand Globalness
Journal of International Marketing ( IF 4.976 ) Pub Date : 2022-10-08 , DOI: 10.1177/1069031x221134495
Miao Hu , Jie Chen , Dana L. Alden , Qimei Chen

Prior research in international markets has yielded two seemly opposing views regarding customer engagement (CE) with local/domestic versus foreign-made brands, i.e., a preference for foreign brand...

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