Isolating strategy effectiveness of brands in an emerging market : a choice modeling approach
Sanjoy Ghose, Amir Heiman, Oded Lowengart
| Year of publication: |
March 2017
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|---|---|
| Authors: | Ghose, Sanjoy ; Heiman, Amir ; Lowengart, Oded |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 2, p. 161-177
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| Subject: | brand image/brand functionality | synergistic effects | marketing mix | foreign brands | emerging market | Marketingmanagement | Marketing management | Schwellenländer | Emerging economies | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-017-0028-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011724566