How global brands travel with consumers : an examination of the relationship between brand consistency and meaning across national boundaries
Anders Bengtsson; Fleura Bardhi; Meera Venkatraman
| Year of publication: |
2010
|
|---|---|
| Authors: | Bengtsson, Anders ; Bardhi, Fleura ; Venkatraman, Meera |
| Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 27.2010, 5, p. 519-540
|
| Subject: | McDonald's Corporation | Starbucks Coffee Company | Markenführung | Brand management | Internationales Marketing | International marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Tourismus | Tourism | USA | United States | China |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008906890