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

International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization: Handel und Internationales Marketing Retailing and International Marketing

Autor Carolina Sinning
en Limba Engleză Paperback – 2 iul 2022
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.
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Specificații

ISBN-13: 9783658380496
ISBN-10: 3658380497
Pagini: 226
Ilustrații: XX, 226 p. 39 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.33 kg
Ediția:1st ed. 2022
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Handel und Internationales Marketing Retailing and International Marketing

Locul publicării:Wiesbaden, Germany

Cuprins

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.

Notă biografică

Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.
 

Textul de pe ultima copertă

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.