Browsing Faculty of Business by Author "Gürhan-Canli, Z."
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Consumers and brands across the globe: research synthesis and new directions
Gürhan-Canli, Z.; Sarıal-Abi, G.; Şanlı, Ceren Hayran (American Marketing Association, 2018-03)Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, ...
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