Evaluation of branding strategies for global versus local brand : the role of concept consistency
Plavini Punyatoya (International Management Institute, Gothapatna, Po-Malipada, PS-Chandaka, Dist-Khurda, Bhubaneswar, India)
| Year of publication: |
2014
|
|---|---|
| Authors: | Punyatoya, Plavini |
| Published in: |
International journal of business excellence. - Genève : Inderscience Enterprises Ltd., ISSN 1756-0047, ZDB-ID 2458823-4. - Vol. 7.2014, 1, p. 112-128
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| Subject: | branding strategies | extended brand name | new brand name | perceived brand globalness | PBG | global brand | local brand | concept consistency | consumer evaluation | attitude towards the brand | purchase intention | India | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Indien | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011482059