Global brand architecture position and market-based performance : the moderating role of culture
M. Berk Talay, Janell D. Townsend, and Sengun Yeniyurt
| Year of publication: |
2015
|
|---|---|
| Authors: | Talay, M. Berk ; Townsend, Janell D. ; Yeniyurt, Sengun |
| Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 23.2015, 2, p. 55-72
|
| Subject: | global brands | global brand architecture | culture | signaling | panel data analysis | Markenführung | Brand management | Internationales Marketing | International marketing | Welt | World | Markenimage | Brand image | Kulturelle Identität | Cultural identity | Unternehmenskultur | Corporate culture | China |
| Extent: | graph. Darst., Kt. |
|---|---|
| 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/10011292297