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~subject:"Schwellenländer"
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Search: subject:"Globalness"
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Schwellenländer
Brand management
38
Consumer behaviour
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33
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25
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perceived brand globalness
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Personality psychology
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Global and local consumer culture positioning
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Brand extension
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Cluster analysis
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brand globalness
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Swoboda, Bernhard
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Zhang, Chun
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International marketing review
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Journal of international marketing
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Marketing : ZFP ; journal of research and management
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ECONIS (ZBW)
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subject:"globales"
(2,373 results)
1
Is brand
globalness
compatible with brand country-of-origin? : an investigation of hybrid brand positioning strategies for emerging market brands
Hong, Ruiyang
;
Zhang, Zhe
;
Zhang, Chun
;
Hu, Zuohao
- In:
International marketing review
40
(
2023
)
1
,
pp. 49-79
Persistent link: https://www.econbiz.de/10014227450
Saved in:
2
Enhancing consumer attitude toward culturally mixed symbolic products from foreign global brands in an emerging-market setting : the role of cultural respect
Guo, Xiaoling
;
Heinberg, Martin
;
Zou, Shaoming
- In:
Journal of international marketing
27
(
2019
)
3
,
pp. 79-97
Persistent link: https://www.econbiz.de/10012106870
Saved in:
3
Do international retailers benefit from being global in emerging countries? : a multilevel study in China
Swoboda, Bernhard
;
Pennemann, Karin
- In:
Marketing : ZFP ; journal of research and management
36
(
2014
)
2
,
pp. 141-150
Persistent link: https://www.econbiz.de/10010385216
Saved in:
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