Lookup NU author(s): Dr Rekha Nicholson
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Group Publishing Limited, 2018.
For re-use rights please refer to the publisher's terms and conditions.
Author(s): Liou R, Rao-Nicholson R, Sarpong D
Publication type: Article
Publication status: Published
Journal: International Marketing Review
Online publication date: 09/04/2018
Acceptance date: 25/07/2016
ISSN (print): 0265-1335
ISSN (electronic): 1758-6763
Publisher: Emerald Group Publishing Limited
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