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First, the conceptual framework of Study 2 is explained. To address our research aims, we build on schema theory and empirical studies. Second, the study’s hypotheses are derived referring to theoretical as well as empirical insights. First, arguments for the hypotheses on the indirect and direct effects of global corporate brand image as well as their relative strengths are provided. Second, for each moderator, the rationales of their roles in the indirect and direct effects are developed.
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- Conceptual Framework and Hypothesis
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