Contemporary thinking, topics and trends in international branding, part 1 /
International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/l...
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| Other Authors: | , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bradford :
Emerald Group Press,
©2007.
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| Subjects: | |
| Online Access: |
Full text (MFA users only) |
| ISBN: | 9781846634994 1846634997 |
| ISSN: | 0265-1335 ; |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Understanding international branding: defining the domain and reviewing the literature; Global branding, country of origin and expertise; An investigation of global versus local online branding; Global brand communities across borders: the Warhammer case; How cultural differences in uncertainty avoidance affect product perceptions; Revitalising suffering multinational brands: an empirical study; List of reviewers