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Global Brand Strategy

Author

Listed:
  • Jan-Benedict Steenkamp

    (University of North Carolina at Chapell Hill)

Abstract

No abstract is available for this item.

Suggested Citation

  • Jan-Benedict Steenkamp, 2017. "Global Brand Strategy," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-349-94994-6, October.
    • Handle: RePEc:pal:palbok:978-1-349-94994-6
    DOI: 10.1057/978-1-349-94994-6
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    Citations

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    Cited by:

    1. Yan Feng & Wen Cao & Geon-Cheol Shin & Yeujun Yoon, 2021. "The external effect of international tourism on brand equity development process of multinational firms (MNFs)," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 578-595, November.
    2. Efrat, Kalanit & Asseraf, Yoel, 2019. "A shift in perspective? The role of emotional branding in shaping born globals’ performance," International Business Review, Elsevier, vol. 28(6), pages 1-1.
    3. William E. Baker & Amir Grinstein & Marcelo G. Perin, 2020. "The Impact of Entrepreneurial Orientation on Foreign Market Entry: the Roles of Marketing Program Adaptation, Cultural Distance, and Unanticipated Events," Journal of International Entrepreneurship, Springer, vol. 18(1), pages 63-91, March.
    4. S. Arunachalam & S. Cem Bahadir & Sundar G. Bharadwaj & Rodrigo Guesalaga, 2020. "New product introductions for low-income consumers in emerging markets," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 914-940, September.
    5. Jean, Ruey-Jer “Bryan” & Kim, Daekwan, 2020. "Internet and SMEs' internationalization: The role of platform and website," Journal of International Management, Elsevier, vol. 26(1).
    6. Almeyda, Marta & George, Babu, 2020. "Customer-Based Brand Equity For Tourist Destinations: A Comparison Of Equities Of Puerto Rico And The Us Virgin Islands," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(2), pages 148-172.

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