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Brand
Brand association
Brand-building
Brand-building communication strategy
Brand choice modeling
Brand equity
Brand experience
Brand experiences
Brand identity
Brand image
Branding
Branding; Chinese brands; Internationalisation; International marketing global markets; Globalisation
Branding strategy, country of origin effect (COO), internationalisation, China
Brand knowledge
Brand Loyalty
Brand loyalty
Brand management
Brand messages
Brand name
Brand name, global brands, translation, brand renaming, global-local paradox, China
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