Beyond reach: an extended model of global brand effects
Sign Up to like & getrecommendations! Published in 2019 at "International Marketing Review"
DOI: 10.1108/imr-01-2018-0032
Abstract: Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by… read more here.
Keywords: global brand; brand effects; brand; model global ... See more keywords