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Exploring local vs global brand associations in an emerging market using BCM technique

Eren-Erdoğmuş, İrem; Dirsehan, Taşkın - In: Qualitative market research : an international journal 20 (2017) 3, pp. 266-288

Persistent link: https://www.econbiz.de/10011748652

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

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

Attitudes toward global and local consumer culture and the meanings of brands

Kim, Jung Seek - In: Review of marketing science 20 (2022) 1, pp. 37-61

Persistent link: https://www.econbiz.de/10013447839

Country of origin from a management perspective of emerging market companies

Witek-Hajduk, Marzanna K.; Grudecka, Anna - In: International journal of management and economics 55 (2019) 3, pp. 212-229

Objective: The purpose of this paper is to identify the understanding and strategic importance of the country of origin (COO) and its dimensions from the perspective of the emerging market firms. Methods: A qualitative approach was applied using in-depth interviews with 11 informants from owners...

Persistent link: https://www.econbiz.de/10012171675

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

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

Enhancing consumer attitude toward culturally mixed symbolic products from foreign global brands in an emerging-market setting : the role of cultural respect

Guo, Xiaoling; Heinberg, Martin; Zou, Shaoming - In: Journal of international marketing 27 (2019) 3, pp. 79-97

Persistent link: https://www.econbiz.de/10012106870

Consumer perceived brand innovativeness : conceptualization and operationalization

Shams, Rahil; Alpert, Frank; Brown, Mark - In: European journal of marketing : EJM 49 (2015) 9/10, pp. 1589-1615

Persistent link: https://www.econbiz.de/10011409511

Marketing high-tech products in emerging markets : the differential impacts of country image and country-of-origin's image

Souiden, Nizar; Pons, Frank; Mayrand, Marie-Eve - In: The journal of product & brand management 20 (2011) 5, pp. 356-367

Persistent link: https://www.econbiz.de/10009313983

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