Global and local brand stereotypes: formation, content transfer, and impact
Purpose The dominant paradigm in international branding research treats perceived brand
globalness (PBG) and localness (PBL) as attributes algebraically participating in brand …
globalness (PBG) and localness (PBL) as attributes algebraically participating in brand …
Identity-based brand management
C Burmann, NM Riley, T Halaszovich… - Wiesbaden: Springer …, 2017 - Springer
We are pleased to present the completely revised 2nd edition of our textbook “Identity-Based
Brand Management”. This textbook provides students and practitioners with an up-to-date …
Brand Management”. This textbook provides students and practitioners with an up-to-date …
The Effects of Brand Image and Product Quality on Purchase Decisions
The study aim is to analyze are brand image and product quality partially positive and
significant impact on purchasing decisions at Starbuck; Do brand image and product quality …
significant impact on purchasing decisions at Starbuck; Do brand image and product quality …
Of countries, places and product/brand place associations: an inventory of dispositions and issues relating to place image and its effects
Purpose This study focuses on an inventory and typology of consumer dispositions towards
“place” and relates it to the underlying theories, inputs and outcomes of place images and …
“place” and relates it to the underlying theories, inputs and outcomes of place images and …
Let us be realistic: The impact of perceived brand authenticity and advertising image on consumers' purchase intentions of food brands
N Loebnitz, KG Grunert - International Journal of Consumer …, 2022 - Wiley Online Library
There is a consensus that for a brand being perceived as authentic is an asset. However, an
authentic brand is only half of the equation, as a brand must also appear in advertisement …
authentic brand is only half of the equation, as a brand must also appear in advertisement …
Sports brand positioning: Positioning congruence and consumer perceptions toward brands
Purpose The purpose of this paper is to identify the location of sport brands in sport
consumers' minds using a perceptual map of multiple positions; and examine whether there …
consumers' minds using a perceptual map of multiple positions; and examine whether there …
How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations
B Swoboda, C Sinning - Journal of Business Research, 2020 - Elsevier
Multinational corporations (MNCs) are perceived as global brands with advantages in
influencing consumer behavior. However, whether the advantages of perceived brand …
influencing consumer behavior. However, whether the advantages of perceived brand …
The consumption of dark narratives: A systematic review and research agenda
Research on dark narratives has focused on various contexts and products. Different
perspectives, theories and methods have been applied during the last twenty-five years. The …
perspectives, theories and methods have been applied during the last twenty-five years. The …
Local–Global Cobrand Positioning and Consumer Evaluations in Emerging Markets
Cobranding initiatives between a local and a global brand have become a prominent
practice. This research contributes to the cobranding and global branding literatures by …
practice. This research contributes to the cobranding and global branding literatures by …
The patterns of the past and future agenda in international branding: a literature review
MA Ramos - Review of International Business and Strategy, 2024 - emerald.com
Purpose The purpose of this study is to, first, analyze the past years of research on
international branding and, second, building on an early literature review, to analyze …
international branding and, second, building on an early literature review, to analyze …