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Brand Internationalization Strategy and Overseas Brand Performance: To Be Different, or to Be Identical?
Xie Peihong, Chen Changdong
First published at: Aug 01, 2022
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doi:10.16538/j.cnki.jsufe.2022.04.004
Journal of Shanghai University of Finance and Economics, Vol. 24, Issue 04, pp. 47 - 61
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