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How Does Consumers’ Local or Global Identity Influence Price–Perceived Quality Associations? The Role of Perceived Quality Variance
Yang, Zhiyong ; Sun, Sijie ; Lalwani, Ashok K. ; Janakiraman, Narayan
Globalization has substantially influenced the world economy. However, managers have a limited understanding of how local–global identity influences consumers' price perc[...]
2019 | Text | English | Faculty and Staff Works |
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