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Record Nr. |
UNINA9910783902403321 |
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Titolo |
Contemporary thinking, topics and trends in international branding, part 1 [[electronic resource] /] / guest editors T.C. Melewar and Joseann Small |
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Pubbl/distr/stampa |
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Bradford, : Emerald Group Press, c2007 |
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ISBN |
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1-280-92920-0 |
9786610929207 |
1-84663-499-7 |
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Descrizione fisica |
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1 online resource (130 p.) |
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Collana |
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International Marketing Review ; ; 24, no. 3 |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Export marketing |
Branding (Marketing) |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di contenuto |
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Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Understanding international branding: defining the domain and reviewing the literature; Global branding, country of origin and expertise; An investigation of global versus local online branding; Global brand communities across borders: the Warhammer case; How cultural differences in uncertainty avoidance affect product perceptions; Revitalising suffering multinational brands: an empirical study; List of reviewers |
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Sommario/riassunto |
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International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/localization debate. The articles that comprise the e-book seek a more comprehensive understanding of the dimensions of international branding and of its related paradigms. The international focus and affiliations of the academics contributing to this compendium add to the interesting |
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