La Bella Figura: The role of a cultural philosophy on ...
others in the Italian society (Guano, 2007). Understanding LBF and ensuring cultural concepts truly align with Italian consumers is a key component to executing successful marketing strategy (Song, Moon, Chen, & Houston, 2018; Valaei, Rezaei, Ismail, & Oh, 2016), given the deep-rootedness of this philosophy within the Italian culture. ................
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