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Bourdin D, Halkias G, Makri A. The Compensatory Influences of Country Stereotypes and the Global/Local Nature of Brands: An Extended Framework. Journal of Business Research. 2021 Dec;137:28-38. doi.org/10.1016/j.jbusres.2021.08.020
Michaelidou N, Micevski M, Halkias G. How Do International Advertisers Use Consumer Culture Positioning Strategies? A Cross-national, Cross-category Approach. International Marketing Review. 2021 Apr 6;38(2):367-386. doi.org/10.1108/IMR-05-2020-0101