Issue #1 (Volume 10 2014)
Articles
7
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Probing the etic vs. emic nature of consumer ethnocentrism: cross-national evidence
Srinivas Durvasula , Steven Lysonski -
The SME’s fight back: or David can win if he has big enough stones
Charles S. Mayer , M. Reza Bakshandeh -
Chevrolet and Manchester United: a transformational sponsorship in a traditional industry
William J. Rowe , James E. Zemanek