The double-edged sword of foreign brand names for companies from emerging countries
Year of publication: |
2012
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Authors: | Melnyk, Valentyna ; Klein, Kristina ; Völckner, Franziska |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 76.2012, 6, p. 21-37
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Subject: | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Schwellenländer | Emerging economies |
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