International strategic management of brands and online firms: essays on perceived brand globalness, endorsed branding, and e-commerce firms’ internationalization
Auteur :
Sinning, Carolina
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658380496
Date de publication :
2 juil. 2022
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
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.