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Survival of the fittest : the impact of image-based country fit on global branding
Bruno, Pascal; Klein, Kristina; Sattler, Henrik; … - In: Essays on the effects of brand names and prices on …. 2012
Persistent link: https://www.econbiz.de/10009659914
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Brand-country image (BCI) fit : a new metric to evaluate international branding strategies
Bruno, Pascal; Klein, Kristina; Sattler, Henrik; … - In: Essays on the effects of brand names and prices on …. 2012
Persistent link: https://www.econbiz.de/10009659921
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The double-edged sword of foreign brand names for companies from emerging countries
Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska - In: Essays on the effects of brand names and prices on …. 2012
Persistent link: https://www.econbiz.de/10009659926
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The double-edged sword of foreign brand names for companies from emerging countries
Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska - In: Journal of marketing 76 (2012) 6, pp. 21-37
Persistent link: https://www.econbiz.de/10009670268
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Brand positioning based on brand image-country image fit
Klein, Kristina; Völckner, Franziska; Bruno, Hernan A.; … - In: Marketing science 38 (2019) 3, pp. 516-538
Persistent link: https://www.econbiz.de/10012038426