The term “global brand” has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

Markenimage -- Automarken -- Kultur -- Moderierende Effekte -- Partial Least Squares -- Empirische Erhebung in … Konsequenzen sich aus der Marktheterogenität für die Wahrnehmung und Beurteilung und damit für das Markenimage von Automarken …