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Published in:
2022 | OriginalPaper | Chapter
9. Discussion and Implications
Author : Carolina Sinning
Published in: International Strategic Management of Brands and Online Firms
Publisher: Springer Fachmedien Wiesbaden
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Zusammenfassung
This study contributes to the understanding of whether and how MNCs can benefit from PBG in terms of repurchase intention through functional and psychological value across nations and primarily adds to the literature by analyzing PBG paths considering the degree of country development and national culture. The generalizability of the PBG paths across nations (Halkias, Davvetas and Diamantopoulos 2016) and the consideration of these two boundary conditions are of paramount importance (Gürhan-Canli, Sarial-Abi and Hayran 2018). Important theoretical and managerial implications are provided.