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How global brands incorporating local cultural elements increase consumer purchase likelihood : an empirical study in China
He, Jiaxun; Wang, Cheng Lu - In: International marketing review 34 (2017) 4, pp. 463-479
Persistent link: https://www.econbiz.de/10011760480
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Which cues cause consumers to perceive brands as more global? : a conjoint analysis
De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International marketing review 32 (2015) 6, pp. 606-626
Persistent link: https://www.econbiz.de/10011517527
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How does self-congruity foster customer engagement with global brands? : Examining the roles of psychological ownership and global connectedness
Bhattacharjee, Debashree Roy; Kuanr, Abhisek; Malhotra, … - In: International marketing review 40 (2023) 6, pp. 1480-1508
Persistent link: https://www.econbiz.de/10014470393
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Different countries, different institutionsdhow do brand-oriented SMEs leverage branding capabilities to boost export performance?
Ranjan, Piyush - In: International marketing review 41 (2024) 2, pp. 562-589
Persistent link: https://www.econbiz.de/10014524909
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The effects of entrepreneurial marketing on born global performance
Kocak, Akin; Abimbola, Temi - In: International marketing review 26 (2009) 4/5, pp. 439-452
Persistent link: https://www.econbiz.de/10009523110
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The internet as an alternative path to internationalization?
Sinkovics, Noemi; Sinkovics, Rudolf R.; Jean, Ruey-jer Bryan - In: International marketing review 30 (2013) 2, pp. 130-155
Persistent link: https://www.econbiz.de/10009756252
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Innovation and commercialisation : the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms
Mostafiz, Md Imtiaz; Ahmed, Farhad Uddin; Ibrahim, Fahad; … - In: International marketing review 41 (2024) 1, pp. 199-236
Persistent link: https://www.econbiz.de/10014524782
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Halal endorsements : stirring controversy or gaining new customers?
Schlegelmilch, Bodo B.; Khan, Mubbsher Munawar; Hair, … - In: International marketing review 33 (2016) 1, pp. 156-174
Persistent link: https://www.econbiz.de/10011540325
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Cultural resonance of global brands in Brazilian social movements
Suarez, Maribel; Belk, Russell W. - In: International marketing review 34 (2017) 4, pp. 480-497
Persistent link: https://www.econbiz.de/10011760489
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International brands in emerging markets : the myths of segmentation
Tanusondjaja, Arry; Greenacre, Luke; Banelis, Melissa; … - In: International marketing review 32 (2015) 6, pp. 783-796
Persistent link: https://www.econbiz.de/10011517637