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Customer-based brand equity for global brands : a multinational approach

Atilgan, Eda; Akinci, Serkan; Aksoy, Safak; Kaynak, Erdener - In: Journal of euromarketing 18 (2009) 2, pp. 115-132

Persistent link: https://www.econbiz.de/10003882147

Branding in China : global product strategy alternatives

Alon, Ilan; Littrell, Romie F.; Chan, Allan K. K. - In: Multinational business review 17 (2009) 4, pp. 123-142

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Transferring corporate brand image to local markets : governance decisions for market entry and global branding strategy

Lee, Hannah S.; Griffith, David A. - In: Interdisciplinary approaches to product design, …, (pp. 39-65). 2012

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The effect of global company animosity on global brand attitudes in emerging and developed markets : does perceived value matter?

Alden, Dana; Kelley, James B.; Riefler, Petra; Lee, Julie A. - In: Journal of international marketing 21 (2013) 2, pp. 17-38

Persistent link: https://www.econbiz.de/10009758009

Isomorphic pressures, peripheral product attributes and emerging market firm export performance

Brouthers, Lance Eliot; O'Donnell, Edward; Keig, Dawn L. - In: Management international review : mir ; journal of … 53 (2013) 5, pp. 687-710

Persistent link: https://www.econbiz.de/10010198054

Interactive role of consumer discrimination and branding against counterfeiting : a study of multinational managers' perception of global brands in China

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Internationalization of a Chinese 'Born Glocal' Brand : The Case of Goodbaby

Checchinato, Francesca - 2013

Chinese latecomer firms adopt internationalization strategies in order to gain the necessary resources and competences to compete in the local and global markets. In this process, different sectors are involved: not only in the electronic one (e.g. Haier and Huawei represent two successful...

Persistent link: https://www.econbiz.de/10013072287

Measuring negative effects of copycat products in emerging consumer markets

Suzuki, Mayu; Washida, Yuichi - In: Hitotsubashi journal of commerce and management 55 (2021) 1, pp. 1-13

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The external effect of international tourism on brand equity development process of multinational firms (MNFs)

Feng, Yan; Cao, Wen; Shin, Geon-Cheol; Yoon, Yeujun - In: The journal of brand management : an international journal 28 (2021) 6, pp. 578-595

Persistent link: https://www.econbiz.de/10012792862

Understanding the interplay between brand globalness and localness among homegrown and foreign global brands in South Korea

Tsai, Wanhsiu Sunny; Tao, Weiting; Liu, Yu; Lee, Yeunjae - In: Journal of global marketing 34 (2021) 1, pp. 1-18

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