International Strategic Management of Brands and Online Firms

Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization

Paperback Engels 2022 9783658380496
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9783658380496
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Fachmedien Wiesbaden

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Inhoudsopgave

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

Managementboek Top 100

Rubrieken

Populaire producten

    Personen

      Trefwoorden

        International Strategic Management of Brands and Online Firms