Global brand architecture position and market-based performance : the moderating role of culture
Year of publication: |
2015
|
---|---|
Authors: | Talay, M. Berk ; Townsend, Janell D. ; Yeniyurt, Sengun |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 23.2015, 2, p. 55-72
|
Subject: | global brands | global brand architecture | culture | signaling | panel data analysis | Markenführung | Brand management | Internationales Marketing | International marketing | Welt | World | Konsumentenverhalten | Consumer behaviour |
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