entrepreneurship should be considered within the larger cultural context. Research limitations/implications – The findings provide …

' awareness of brands, attitudes related to brand equity, and changes in cultural context. Questionnaire data was collected from … – It seems that the four dimensions of brand equity co‐vary depending on the cultural context. The results also revealed a … cultural context on brand equity are of practical relevance to marketing managers: they should tailor their branding strategies …

cultural effects on knowledge transfer process, challenges and strategies of knowledge transfer in cross-cultural context. …