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A brand built on sand : is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of the Academy of Marketing Science 44 (2016) 5, pp. 586-607
Persistent link: https://www.econbiz.de/10011552514
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The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of international business studies : JIBS ; an … 48 (2017) 8, pp. 1009-1022
Persistent link: https://www.econbiz.de/10011779151
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Do corporate image and reputation drive brand equity in India and China? : similarities and differences
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of business research : JBR 86 (2018), pp. 259-268
Persistent link: https://www.econbiz.de/10011855325
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How nostalgic brand positioning shapes brand equity : differences between emerging and developed markets
Heinberg, Martin; Katsikeas, Constantine S.; Ozkaya, H. … - In: Journal of the Academy of Marketing Science 48 (2020) 5, pp. 869-890
Persistent link: https://www.econbiz.de/10012301292