Purpose – This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in...

Purpose – This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area. Design/methodology/approach – Content analysis of...

Purpose – First, this paper aims to uncover how much marketing research based on data gathered in Latin America has been published in high quality business and marketing academic journals over the past decade. Second, it seeks to present recommendations on best practice in conducting and...

Purpose – The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational enterprises (MNEs) can use to implement such strategies and second by drawing on contingency theory to...

Purpose – Previous research warns against low-fit extensions as prone to causing negative spillover and, through it, harming the parent brand equity. Using the theory of schema-triggered affect and the link formation hypothesis, the purpose of this paper is to develop and tests predictions as...