Abstract
Subcultural-based differences were found in the country and product images held by respondents of the home country and its regions. More positive images appear to be based on the subcultural affiliations of respondents to ethnically linked regions. Mixed findings were found for more distantly linked countries with historical colonial ties.
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Heslop, L.A., Papadopoulos, N., Bourk, M. (2015). Exploring Subcultural Influences on Product Images. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_37
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