Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies

C. Weißkopf, A. Faix, and S. Uhrich, “Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies,” Marketing, vol. 46, no. 3, pp. 3–18, 2024, doi: 10.15358/0344-1369-2024-3-3