Building a value-creating brand in internationalizing small and medium-sized enterprises
Hsing-Hua Stella Chang and Cher-Min Fong and Min-Hua Chang
| Year of publication: |
2024
|
|---|---|
| Authors: | Chang, Hsing-Hua Stella ; Fong, Cher Min ; Chang, Min-Hua |
| Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 41.2024, 3/4, p. 593-614
|
| Subject: | Capabilities | International brand building | International brand equity | SME internationalization | KMU | SME | Markenführung | Brand management | Globalisierung | Globalization | Internationales Marketing | International marketing | Internationaler Markteintritt | International market entry | Multinationales Unternehmen | Transnational corporation | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-05-2023-0085 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015057114