A shift in perspective? : the role of emotional branding in shaping born globals' performance
Kalanit Efrat, Yoel Asseraf
| Year of publication: |
2019
|
|---|---|
| Authors: | Efrat, Kalanit ; Asseraf, Yoel |
| Published in: |
International business review : the official journal of the European International Business Academy. - Amsterdam [u.a.] : Elsevier, ISSN 0969-5931, ZDB-ID 1164338-9. - Vol. 28.2019, 6, p. 1-10
|
| Subject: | Born global | Performance | Innovativeness | Functional branding | Emotional branding | Markenführung | Brand management | Emotion | Multinationales Unternehmen | Transnational corporation | Unternehmenserfolg | Firm performance | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ibusrev.2019.101589 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012110392