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Browsing Research Articles (Marketing Management) by Author "Price, Linda L."

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Crossing bridges : assembling culture into brands and brands into consumers' global local cultural lives

Price, Linda L.; Coulter, Robin A. (Wiley, 2019-07)

Fournier and Alvarez (2019—this issue) and Batra (2019—this issue), respectively, offer interpretive and psychological perspectives on how brands acquire cultural meanings. In this commentary, we discuss the opportunities ...

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