Does being perceived as global pay off? : an analysis of leading foreign and domestic multinational corporation in India, Japan, and the United States
Year of publication: |
2016
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Authors: | Swoboda, Bernhard ; Hirschmann, Johannes |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 24.2016, 3, p. 1-30
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Subject: | corporate brands | perceived brand globalness | offered value | foreignness | ethnocentrism | USA | United States | Multinationales Unternehmen | Transnational corporation | Japan | Markenführung | Brand management | Indien | India | Auslandsinvestition | Foreign investment | Globalisierung | Globalization | Konsumentenverhalten | Consumer behaviour | Firmenimage | Corporate reputation |
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