Ways to neutralize the country-of-origin effect in the emerging market firms international branding
Year of publication: |
2023
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Authors: | Witek-Hajduk, Marzanna Katarzyna ; Grudecka, Anna |
Published in: |
International journal of management and economics. - Warsaw : De Gruyter Poland, ISSN 2543-5361, ZDB-ID 2824518-0. - Vol. 59.2023, 1, p. 46-56
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Subject: | country-of-origin | emerging markets firms | international branding | neutralization of the COO effect | Schwellenländer | Emerging economies | Herkunftsbezeichnung | Designation of origin | Internationales Marketing | International marketing | Markenführung | Brand management | Multinationales Unternehmen | Transnational corporation | Konsumentenverhalten | Consumer behaviour | Ursprungsregeln | Rules of origin | Markenimage | Brand image |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.2478/ijme-2022-0027 [DOI] |
Classification: | M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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