Perceived globalness and localness in B2B brands : a co-branding perspective
Mayoor Mohan, Brian P. Brown, Christina Sichtmann, Klaus Schoefer
| Year of publication: |
July 2018
|
|---|---|
| Authors: | Mohan, Mayoor ; Brown, Brian P. ; Sichtmann, Christina ; Schoefer, Klaus |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 72.2018, p. 59-70
|
| Subject: | B2B branding | Global brands | Local brands | Co-branding | Brand alliance | Signaling theory | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Internationales Marketing | International marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Marketingkooperation | Marketing cooperation | Signalling | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2018.03.014 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011887285