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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

Persistent link: https://www.econbiz.de/10012659483

Product placement by global brands as an alternative strategy : is it worth in emerging market?

Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156

Persistent link: https://www.econbiz.de/10011305971

Drivers of local relative to global brand purchases : a contingency approach

Strizhakova, Yuliya; Coulter, Robin A. - In: Journal of international marketing 23 (2015) 1, pp. 1-22

Persistent link: https://www.econbiz.de/10010520821

Brand types applied by emerging markets' firms : ountry of brand origin and brand use motives

Witek-Hajduk, Marzanna K.; Grudecka, Anna - In: Entrepreneurial business and economics review : EBER 9 (2021) 1, pp. 155-168

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO … from the home market, and 3) neutralising the COBO effect. Moreover, the firms differ in terms of their international brand … portfolio: from consisting of a single brand to covering several or dozen international - even global - regional, or local …

Persistent link: https://www.econbiz.de/10012519502

Congruent versus incongruent branding for emerging market firms

Agnihotri, Arpita; Bhattacharya, Saurabh - In: Journal of international consumer marketing 33 (2021) 2, pp. 226-237

Persistent link: https://www.econbiz.de/10012483614

Segmenting consumers based on their evaluation of local, global and glocal brands

López-Lomelí, Miguel Ángel; Alarcón-del-Amo, … - In: Journal of international consumer marketing 31 (2019) 5, pp. 395-407

Persistent link: https://www.econbiz.de/10012200790

Is brand globalness compatible with brand country-of-origin? : an investigation of hybrid brand positioning strategies for emerging market brands

Hong, Ruiyang; Zhang, Zhe; Zhang, Chun; Hu, Zuohao - In: International marketing review 40 (2023) 1, pp. 49-79

Persistent link: https://www.econbiz.de/10014227450

Creativity and passion between global branding and country of origin roots

Aiello, Gaetano; Donvito, Raffaele; Vescovi, Tiziano - In: Journal of global scholars of marketing science : … 23 (2013) 4, pp. 357-360

Persistent link: https://www.econbiz.de/10010408098

Strength of corporate social responsibility as a corporate brand association : general public perspective

Bawa, Anupam; Saha, Anirban - In: Decision 43 (2016) 4, pp. 313-332

Persistent link: https://www.econbiz.de/10011645680

Examining the brand name : mark relationship in emerging markets

Klink, Richard R.; Athaide, Gerard A. - In: The journal of product & brand management 23 (2014) 4/5, pp. 262-267

Persistent link: https://www.econbiz.de/10010422978

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