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International Strategic Management of Brands and Online Firms Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization
Author
Title
International Strategic Management of Brands and Online Firms [electronic resource] : Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization / by Carolina Sinning.
ISBN
9783658380502
Edition
1st ed. 2022.
Publication
Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2022.
Physical Description
1 online resource (XX, 226 p.) 39 illus.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree. .
Variant and related titles
Springer ENIN.
Other formats
Printed edition:
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
July 05, 2022
Series
Handel und Internationales Marketing Retailing and International Marketing,
Contents
Introduction
Literature Review and Research Gaps
Structure and Contribution of the Studies
Further Remarks
Introduction
Conceptual Framework
Hypothesis Development
Empirical Study
Discussion and Implications
Limitations and Further Research
Introduction
Conceptual Framework and Hypothesis
Empirical Study
Discussion
Limitations and Further Research
Introduction
Conceptual Framework and Hypothesis
Empirical Study
Discussion
Limitations and Further Research
Discussion and Conclusions
Limitations and Further Research
Acknowledgements
Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations
Study 2: Endorsement of Global Product Brands by Global Corporate Brands - A Consumer Perspective across Nations.
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