How Perceived Brand Globalness Creates Brand Value

Jan-Benedict E. M. Steenkamp ; Batra, Rajeev ; Alden, Dana L.

Journal of international business studies, 2003-01, Vol.34 (1), p.53-65 [Periódico revisado por pares]

Basingstoke: Academy of International Business, Copenhagen Business School, Copenhagen Denmark, and the McDonough School of Business, Georgetown University

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