Multicultural, not multinational: emerging branding strategies in culturally diverse societies

Eva Kipnis, A.J. Broderick, C. Demangeot

Research output: Contribution to conferencePaper

35 Downloads (Pure)
Original languageEnglish
Publication statusPublished - 25 May 2011

Bibliographical note

This paper was presented at the 40th European Marketing Academy Conference, held May 24-27 2011, Ljubljana, Slovenia. Papers were published in CDROM format.

Keywords

  • cross-cultural
  • multi-cultural
  • branding

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