purchase intention for luxury brands. There was weaker support for the role of perception. The experiential and functional …

Purpose – This study explores US brands' web site standardisation in terms of the extent of standardisation and the …. Multivariate analyses were applied to test the principal thesis of the study. Findings – The brands sold by US firms adopted a …

‐reshaping process. Design/methodology/approach – Based on household panel data the dissemination of international brands is analyzed in … markets in CEE. Although the level of diffusion of international brands varies by product category and country, the strong … brands should be complemented by additional data on purchase and usage behavior. Originality/value – The paper contributes to …

it is the company’s responsibility to strive to keep the good name that has been obtained by means of the own brands no …

brands are rising in the emerging economies; to indicate how those incumbents' branding approaches will need to adapt as a … fast‐rising brands, and third‐party research on the multipolar world to show that the twenty‐first century's “powerhouse …” brands are as likely to come from emerging markets such as China, Turkey, Qatar, South Africa, and Brazil as from the USA …

heart versus consumer animosity; the nature and influence of global “umbrella” brands and responsible marketing as a guiding … “umbrella” brands in BOP marketing; synopsizes the notion of “responsible marketing” in the BOP context, and proposes a … brands and responsible marketing. Tapping the potential of the BOP requires not only radicallly lowered priced products but …

stakeholder analysis and management can be used to build more effective event brands. Stakeholder theory is also proposed as an …