consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global …” are not perceived the same way in Germany and Mexico. As a consequence, brand management using standardized marketing …

findings of established modern and sociocultural branding research. Since S-D logic allows for the integration of these two …

represent very important intangible assets, that have been especially in the light of marketing research. We use an empirical … implications for better strategies in brand management and control that can also be used in the management control process of other …

marketing and influence shopping habits. Today, these surveys are valuable sources for exploring consumers' perceptions and the …

marketing and influence shopping habits. Today, these surveys are valuable sources for exploring consumers' perceptions and the …

-ups can use for their employer branding. We identify the unique job attributes distinguishing entrepreneurial firms from large … attractive job attributes for prospective applicants. We contribute to the entrepreneurial marketing literature by bringing … forward the concept of entrepreneurial employer branding, by examining entrepreneurial firms’ unique and attractive job …