Quote
Weißkopf, C., Faix, A. and 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), pp.3-18.
Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies
Fast facts
Internal authorship
Further publishers
Sebastian Uhrich
Publishment
- 2024
Journal
Marketing (3)
Organizational unit
Subjects
- Business administration
Publication format
Journal article (Article)