Positioning multi-country brands : the impact of heterogeneity in cultural values and competitive set

Rajeev Batra; Y. Charles Zhang; Nilufer Z. Aydinoglu; Fred M. Feinberg

Year of publication:	2013
Authors:	Batra, Rajeev ; Zhang, Y. Charles ; Aydinoglu, Nilufer Z. ; Feinberg, Fred M.
Publisher:	Ann Arbor, Mich. : Ross School of Business
Subject:	Internationales Marketing \| International marketing \| Markenführung \| Brand management \| Soziale Werte \| Social values \| Kulturelle Identität \| Cultural identity \| Markenimage \| Brand image

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