Evaluation of cross-national global market segmentation and strategy: The case of Korean Wave for ASEAN countries
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open access
Keywords
Global market segmentation
Korean wave
Experience of Korean wave
Emotion towards Korean wave
Cross-national research
Perceived quality
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Peer review under responsibility of College of Management, National Cheng Kung University.
© 2020 The Authors. Published by Elsevier B.V. on behalf of College of Management, National Cheng Kung University.