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Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies

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Weißkopf, C., Faix, A., & Uhrich, S. (2024). Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies. Marketing, 46(3), 3-18. https://doi.org/https://doi.org/10.15358/0344-1369-2024-3-3

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DOI https://doi.org/10.15358/0344-1369-2024-3-3(Opens in a new tab)

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