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Understanding international branding: defining the domain and reviewing the literature

Whitelock, Jeryl; Fastoso, Fernando - In: International Marketing Review 24 (2007) 3, pp. 252-270

Purpose – This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in...

Persistent link: https://www.econbiz.de/10014827386

The impact of repeated ad exposure on spillover from low fit extensions to a global brand

Lane, Vicki R.; Fastoso, Fernando - In: International marketing review 33 (2016) 2, pp. 298-318

Persistent link: https://www.econbiz.de/10011518668

Perceived brand globalness/localness : a systematic review of the literature and directions for further research

Liu, Hao; Schoefer, Klaus; Fastoso, Fernando; Tzemou, … - In: Journal of international marketing 29 (2021) 1, pp. 77-94

Persistent link: https://www.econbiz.de/10012484469

Materialism, cosmopolitanism, and emotional brand attachment : the roles of ideal self-congruity and perceived brand globalness

Fastoso, Fernando; González-Jiménez, Héctor - In: Journal of business research : JBR 121 (2020), pp. 429-437

Persistent link: https://www.econbiz.de/10012417364

Luxury cars Made-in-China : consequences for brand positioning

Bartikowski, Boris; Fastoso, Fernando; Gierl, Heribert - In: Journal of business research : JBR 102 (2019), pp. 288-297

Persistent link: https://www.econbiz.de/10012104002

How independence and interdependence moderate the self-congruity effect on brand attitude : a study of east and west

Gonzalez-Jimenez, Hector; Fastoso, Fernando; Fukukawa, Kyoko - In: Journal of business research : JBR 103 (2019), pp. 293-300

Persistent link: https://www.econbiz.de/10012104223

The "little emperor" and the luxury brand : how overt and covert narcissism affect brand loyalty and proneness to buy counterfeits

Fastoso, Fernando; Bartikowski, Boris; Wang, Siqi - In: Psychology & marketing 35 (2018) 7, pp. 522-532

Persistent link: https://www.econbiz.de/10011970134