Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brands' really global? Are they really perceived everywhere in the same way by the customers? Can we talk about truly global … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted …