國立高雄大學圖資館 |

Language: English

Back

International strategic management of brands and online firmsessays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /

Record Type:	Electronic resources : Monograph/item
Title/Author:	International strategic management of brands and online firmsby Carolina Sinning.
Reminder of title:	essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
Author:	Sinning, Carolina.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2022.
Description:	xx, 226 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing)
Online resource:	https://doi.org/10.1007/978-3-658-38050-2
ISBN:	9783658380502$q(electronic bk.)

International strategic management of brands and online firmsessays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
Sinning, Carolina.

International strategic management of brands and online firmsessays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /[electronic resource] :by Carolina Sinning. - Wiesbaden :Springer Fachmedien Wiesbaden :2022. - xx, 226 p. :ill., digital ;24 cm. - Handel und internationales marketing retailing and international marketing,2626-3335. - Handel und internationales marketing retailing and international marketing..

Introduction -- Literature Review and Research Gaps -- Structure and Contribution of the Studies -- Further Remarks -- Introduction -- Conceptual Framework -- Hypothesis Development -- Empirical Study -- Discussion and Implications -- Limitations and Further Research -- Introduction -- Conceptual Framework and Hypothesis -- Empirical Study -- Discussion -- Limitations and Further Research -- Introduction -- Conceptual Framework and Hypothesis -- Empirical Study -- Discussion -- Limitations and Further Research -- Discussion and Conclusions -- Limitations and Further Research -- Acknowledgements -- Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations -- Study 2: Endorsement of Global Product Brands by Global Corporate Brands - A Consumer Perspective across Nations.

The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.

ISBN: 9783658380502$q(electronic bk.)

Standard No.: 10.1007/978-3-658-38050-2doiSubjects--Topical Terms:

266407
Branding (Marketing)

LC Class. No.: HF5415.1255 / .S55 2022

Dewey Class. No.: 658.827

International strategic management of brands and online firmsessays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
LDR:02707nmm a2200349 a 4500 001 625611
003 DE-He213
005 20220701203240.0
006 m d
007 cr nn 008maaau
008 230109s2022 gw s 0 eng d
020 $a 9783658380502$q(electronic bk.)
020 $a 9783658380496$q(paper)
024 7 $a 10.1007/978-3-658-38050-2 $2 doi
035 $a 978-3-658-38050-2
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1255 $b .S55 2022
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
082 0 4 $a 658.827 $2 23
090 $a HF5415.1255 $b .S617 2022
100 1 $a Sinning, Carolina. $3 929139
245 1 0 $a International strategic management of brands and online firms $h [electronic resource] : $b essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization / $c by Carolina Sinning.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2022.
300 $a xx, 226 p. : $b ill., digital ; $c 24 cm.
338 $a online resource $b cr $2 rdacarrier
490 1 $a Handel und internationales marketing retailing and international marketing, $x 2626-3335
505 0 $a Introduction -- Literature Review and Research Gaps -- Structure and Contribution of the Studies -- Further Remarks -- Introduction -- Conceptual Framework -- Hypothesis Development -- Empirical Study -- Discussion and Implications -- Limitations and Further Research -- Introduction -- Conceptual Framework and Hypothesis -- Empirical Study -- Discussion -- Limitations and Further Research -- Introduction -- Conceptual Framework and Hypothesis -- Empirical Study -- Discussion -- Limitations and Further Research -- Discussion and Conclusions -- Limitations and Further Research -- Acknowledgements -- Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations -- Study 2: Endorsement of Global Product Brands by Global Corporate Brands - A Consumer Perspective across Nations.
520 $a The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.
650 0 $a Branding (Marketing) $3 266407
650 0 $a International business enterprises $x Management. $3 184156
650 0 $a Electronic commerce $x Management. $3 202881
650 1 4 $a Marketing. $3 182957
650 2 4 $a Business and Management. $2 eflch $3 639169
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
830 0 $a Handel und internationales marketing retailing and international marketing. $3 759824
856 4 0 $u https://doi.org/10.1007/978-3-658-38050-2
950 $a Business and Management (SpringerNature-41169)