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Titlebook: Cultural Perspectives in a Global Marketplace; Proceedings of the 2 Dheeraj Sharma Conference proceedings 2016 Academy of Marketing Science

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https://doi.org/10.1007/978-3-319-18696-2Academy of Marketing Science; Cultural Perspectives in Marketing; Customer Behavior; Developments in Ma
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978-3-319-38694-2Academy of Marketing Science 2016
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Cultural Perspectives in a Global Marketplace978-3-319-18696-2Series ISSN 2363-6165 Series E-ISSN 2363-6173
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,Researching Taiwan’s Industrial Workers,tute an exception. Researchers tend to employ the individual ethical consumer as unit of observation of their studies, ignoring that consumer decisions can often be projects carried out by groups, instead of single individuals.
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,The War of the Holy League 1683–1699,he brand’s product categories and its impact on consumer based brand equity. Results indicate that some competencies have a transnational effect in several product categories, whereas several corporate competencies are identified to influence perception of product categories depending on the market.
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