International Strategic Management of Brands and Online Firms

Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization

Häftad, Engelska, 2022

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The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations.

Produktinformation

Utgivningsdatum2022-07-02
Mått148 x 210 x undefined mm
FormatHäftad
SpråkEngelska
SerieHandel und Internationales Marketing Retailing and International Marketing
Antal sidor226
FörlagSpringer Fachmedien Wiesbaden
ISBN9783658380496

Tillhör följande kategorier

Introduction.- Literature Review and Research Gaps.- Structure and Contribution of the Studies.- Further Remarks.- Introduction.- Conceptual Framework.- Hypothesis Development.- Empirical Study.- Discussion and Implications.- Limitations and Further Research.- Introduction.- Conceptual Framework and Hypothesis.- Empirical Study.- Discussion.- Limitations and Further Research.- Introduction.- Conceptual Framework and Hypothesis.- Empirical Study.- Discussion.- Limitations and Further Research.- Discussion and Conclusions.- Limitations and Further Research.- Acknowledgements.- Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations.- Study 2: Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective across Nations.