Endorsement of global product brands by global corporate brands : a consumer perspective across nations
Bernhard Swoboda, Carolina Sinning
Year of publication: |
2021
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Authors: | Swoboda, Bernhard ; Sinning, Carolina |
Published in: |
Management international review : MIR ; journal of international business. - Berlin : Springer, ISSN 1861-8901, ZDB-ID 2066711-5. - Vol. 61.2021, 4, p. 563-598
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Subject: | Endorsed branding strategy | Global corporate and product brands | Cross-national research | Multilevel structural equation modeling | Sub-branding | Markenführung | Brand management | Multinationales Unternehmen | Transnational corporation | Welt | World | Globalisierung | Globalization | Internationales Marketing | International marketing |
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freely available