Positioning multicountry brands : the impact of variation in cultural values and competitive set
Year of publication: |
December 2017
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Authors: | Batra, Rajeev ; Zhang, Y. Charles ; Aydinoğlu, Nilüfer Z. ; Feinberg, Fred M. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 6, p. 914-931
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Subject: | cross-cultural values | global brands | international marketing strategy | brand image | Internationales Marketing | International marketing | Markenimage | Brand image | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Soziale Werte | Social values | Konsumentenverhalten | Consumer behaviour |
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