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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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The effects of perceived brand globalness and perceived brand localness in China : empirical evidence on Western, Asian, and domestic retailers
Swoboda, Bernhard; Pennemann, Karin; Taube, Markus - In: Journal of international marketing 20 (2012) 4, pp. 72-95
Persistent link: https://www.econbiz.de/10009688880
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Purchasing the counterfeit : antecedences and consequences from culturally diverse countries
Swoboda, Bernhard; Pennemann, Karin; Taube, Markus - In: European retail research 27 (2013) 1, pp. 23-41
Persistent link: https://www.econbiz.de/10010348466
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The Chinese consumer puzzle - placing branded FMCG in the Chinese market
Schramm, Matthias; Taube, Markus - In: Business success in China : with 6 tables, (pp. 11-28). 2007
Persistent link: https://www.econbiz.de/10003437233
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Markenpräferenzen chinesischer Konsumenten: eine empirische Untersuchung
Schramm, Matthias; Staack, Torsten; Taube, Markus - In: Herausforderung Ostasien, (pp. 111-131). 2006
Persistent link: https://www.econbiz.de/10003329448
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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