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

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	International strategic management of brands and online firmsby Carolina Sinning.
其他題名:	essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
作者:	Sinning, Carolina.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2022.
面頁冊數:	xx, 226 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Branding (Marketing)
電子資源:	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 /
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