Positioning multicountry brands : the impact of variation in cultural values and competitive set
Rajeev Batra, Y. Charles Zhang, Nilüfer Z. Aydinoğlu, and Fred M. Feinberg
| Year of publication: |
December 2017
|
|---|---|
| Authors: | Batra, Rajeev ; Zhang, Y. Charles ; Aydinoğlu, Nilüfer Z. ; Feinberg, Fred M. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 6, p. 914-931
|
| Subject: | cross-cultural values | global brands | international marketing strategy | brand image | Markenimage | Brand image | Internationales Marketing | International marketing | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Soziale Werte | Social values | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jmr.13.0058 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011784993