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~subject:"Brand management"
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Brand management
Consumer behaviour
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Markenführung
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Brand image
5
Markenimage
5
International marketing
4
Internationales Marketing
4
Luxury goods
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Luxusgüter
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Advertising
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Globalisierung
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Globalization
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Multinationales Unternehmen
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Personality psychology
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Persönlichkeitspsychologie
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Standardisierung
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Standardization
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Transnational corporation
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Werbung
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Firm performance
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Advertising planning
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Ausländische Tochtergesellschaft
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Fastoso, Fernando
6
Bartikowski, Boris
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Fukukawa, Kyoko
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Gierl, Heribert
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Gonzalez-Jimenez, Hector
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González-Jiménez, Héctor
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Lane, Vicki R.
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Liu, Hao
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Schoefer, Klaus
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Tzemou, Efstathia
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Journal of business research : JBR
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International marketing review
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ECONIS (ZBW)
6
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1
Perceived brand globalness/localness : a systematic review of the literature and directions for further research
Liu, Hao
;
Schoefer, Klaus
;
Fastoso, Fernando
;
Tzemou, …
- In:
Journal of international marketing
29
(
2021
)
1
,
pp. 77-94
Persistent link: https://www.econbiz.de/10012484469
Saved in:
2
Materialism, cosmopolitanism, and emotional brand attachment : the roles of ideal self-congruity and perceived brand globalness
Fastoso, Fernando
;
González-Jiménez, Héctor
- In:
Journal of business research : JBR
121
(
2020
),
pp. 429-437
Persistent link: https://www.econbiz.de/10012417364
Saved in:
3
Luxury cars Made-in-China : consequences for brand positioning
Bartikowski, Boris
;
Fastoso, Fernando
;
Gierl, Heribert
- In:
Journal of business research : JBR
102
(
2019
),
pp. 288-297
Persistent link: https://www.econbiz.de/10012104002
Saved in:
4
How independence and interdependence moderate the self-congruity effect on brand attitude : a study of east and west
Gonzalez-Jimenez, Hector
;
Fastoso, Fernando
;
Fukukawa, Kyoko
- In:
Journal of business research : JBR
103
(
2019
),
pp. 293-300
Persistent link: https://www.econbiz.de/10012104223
Saved in:
5
The "little emperor" and the luxury brand : how overt and covert narcissism affect brand loyalty and proneness to buy counterfeits
Fastoso, Fernando
;
Bartikowski, Boris
;
Wang, Siqi
- In:
Psychology & marketing
35
(
2018
)
7
,
pp. 522-532
Persistent link: https://www.econbiz.de/10011970134
Saved in:
6
The impact of repeated ad exposure on spillover from low fit extensions to a global brand
Lane, Vicki R.
;
Fastoso, Fernando
- In:
International marketing review
33
(
2016
)
2
,
pp. 298-318
Persistent link: https://www.econbiz.de/10011518668
Saved in:
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