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International Strategic Management of Brands and Online Firms = Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	International Strategic Management of Brands and Online Firms/ by Carolina Sinning.
其他題名:	Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization /
作者:	Sinning, Carolina.
面頁冊數:	XX, 226 p. 39 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Business and Management. -
電子資源:	https://doi.org/10.1007/978-3-658-38050-2
ISBN:	9783658380502

International Strategic Management of Brands and Online Firms = Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization /
Sinning, Carolina.

International Strategic Management of Brands and Online FirmsEssays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization /[electronic resource] :by Carolina Sinning. - 1st ed. 2022. - XX, 226 p. 39 illus.online resource. - Handel und Internationales Marketing Retailing and International Marketing,2626-3335. - Handel und Internationales Marketing Retailing and International Marketing,.

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.

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. .

ISBN: 9783658380502

Standard No.: 10.1007/978-3-658-38050-2doiSubjects--Topical Terms:

934826
Business and Management.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

International Strategic Management of Brands and Online Firms = Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization /
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