Does the value of global brands apply to both foreign and domestic-based global brands?
Year of publication: |
2015
|
---|---|
Authors: | Westjohn, Stanford A. ; Magnusson, Peter ; Zhou, Joyce X. |
Published in: |
Entrepreneurship in international marketing. - Bingley [u.a.] : Emerald, ISBN 1-78441-448-4. - 2015, p. 267-286
|
Subject: | Internationales Marketing | International marketing | Markenführung | Brand management | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Partielle kleinste Quadrate | Partial least squares | Strukturgleichungsmodell | Structural equation model | USA | United States | Indien | India | China |
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