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International Strategic Management of Brands and Online Firms : Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization / by Carolina Sinning
(Handel und Internationales Marketing Retailing and International Marketing. ISSN:26263335)

Publisher	(Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler)
Year	2022
Edition	1st ed. 2022.
Authors	*Sinning, Carolina author SpringerLink (Online service)

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Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00188679		Springer Business and Management eBooks (電子ブック)	9783658380502

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Material Type	E-Book
Media type	機械可読データファイル
Size	XX, 226 p. 39 illus : online resource
Notes	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. HTTP:URL=https://doi.org/10.1007/978-3-658-38050-2
Subjects	LCSH:Marketing LCSH:Business LCSH:Management science FREE:Marketing FREE:Business and Management
Classification	LCC:HF5410-5417.5 DC23:658.8
ID	8000087848
ISBN	9783658380502