The Influence of Global Brand Distribution on Brand Popularity on Social Media
Abstract
The literature on consumer choice between global and local brands is focused on sales-based measures of brand globalness (BG). When managers need to establish an effective social media campaign to...
Paper Details
Title
The Influence of Global Brand Distribution on Brand Popularity on Social Media
Published Date
Aug 26, 2019
Volume
27
Issue
4
Pages
22 - 38
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