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   Articles with "superordinate brand" as a keyword



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The EU as superordinate brand origin: an entitativity perspective

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recommendations! Published in 2017 at "International Marketing Review"

DOI: 10.1108/imr-03-2015-0097

Abstract: Purpose Drawing from the entitativity theory, the purpose of this paper is to focus on the European Union (EU) as a superordinate entity and investigate the extent to which a “Made-in-EU” designation leads to superior/inferior… read more here.

Keywords: brand origin; entitativity; brand; superordinate brand ... See more keywords