A brand built on sand : is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?
Martin Heinberg, H. Erkan Ozkaya, Markus Taube
| Year of publication: |
September 2016
|
|---|---|
| Authors: | Heinberg, Martin ; Ozkaya, H. Erkan ; Taube, Markus |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 44.2016, 5, p. 586-607
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| Subject: | Mergers and acquisitions | Quality | Price | Loyalty | Local brands | Foreign brands | IBPA brands | Übernahme | Takeover | Markenführung | Brand management | Markenartikel | Brand | Auslandsinvestition | Foreign investment | Schwellenländer | Emerging economies | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing | Multinationales Unternehmen | Transnational corporation | Beziehungsmarketing | Relationship marketing | Firmenimage | Corporate reputation | Ausländisch | Foreign |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-015-0452-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011552514