To what extent should emerging brands maintain distinctiveness in the global market? : the effect of brand isomorphism level on brand evaluation
Year of publication: |
2022
|
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Authors: | Chen, Changdong ; Jiang, Ruochen |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 34.2022, 1, p. 72-94
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Subject: | Brand globalization | brand isomorphism level | cognitive distance | optimal distinctiveness | overseas brand evaluation | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenartikel | Brand |
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