Contemporary thinking, topics and trends in international branding, part 1

Contemporary thinking, topics and trends in international branding, part 1 / guest editors T.C. Melewar and Joseann Small.

International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/l...

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Bibliographic Details
Other Authors: Melewar, T. C., Small, Joseann
Format: eBook
Language:English
Published: Bradford : Emerald Group Press, ©2007.
Series:International marketing review ; v. 24, no. 3.
Subjects:
Export marketing.
Branding (Marketing)
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Export marketing
Online Access:Click for online access
Table of Contents:
  • Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Understanding international branding: defining the domain and reviewing the literature; Global branding, country of origin and expertise; An investigation of global versus local online branding; Global brand communities across borders: the Warhammer case; How cultural differences in uncertainty avoidance affect product perceptions; Revitalising suffering multinational brands: an empirical study; List of reviewers

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