Zusammenfassung
In the conceptual framework of this study, an MNC’s PBG affects consumers’ functional and psychological value and indirectly affects repurchase intention across nations, while the indirect paths from PBG differ based on continuous moderators (extending, e.g., Swoboda and Hirschmann 2016).
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Sinning, C. (2022). Conceptual Framework. In: International Strategic Management of Brands and Online Firms. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-38050-2_6
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DOI: https://doi.org/10.1007/978-3-658-38050-2_6
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