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He, Jiaxun; Wang, Cheng Lu - In: International marketing review 34 (2017) 4, pp. 463-479

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Exploring the chain of effects between local identity and expatriate consumers' preference for local food brands

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A review of marketing strategies from the European chocolate industry

Ramli, Nur Suhaili - In: Journal of Global Entrepreneurship Research 7 (2017) 10, pp. 1-17

This paper reviews the main marketing strategies applied by the European chocolate industry. It focuses on the role of country-of-origin, product diversification and scenarios, and provides a historical overview of the industry. This is followed by a discussion of the association between a brand...

Persistent link: https://www.econbiz.de/10012008922

The impact of perceived brand globalness on consumers' willingness to pay

Davvetas, Vasileios; Sichtmann, Christina; … - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 431-434

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How global brands create firm value : the 4V model

Steenkamp, Jan-Benedict E. M. - In: International marketing review 31 (2014) 1, pp. 5-29

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The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

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Global brand ownership : the mediating roles of consumer attitudes and brand identification

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Emerging market consumers' country of production image, trust and quality perceptions of global brands made-in China

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Antecedents and outcomes of brand strength : a study of Asian IT organizations towards brand sustainability

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Social media brand building strategies in B2B companies

Cawsey, Timothy; Rowley, Jennifer - In: Marketing intelligence & planning 34 (2016) 6, pp. 754-776

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