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100   $a20070112d2007      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 00$aContemporary thinking, topics and trends in international branding, part 1$b[electronic resource] /$fguest editors T.C. Melewar and Joseann Small
210   $aBradford $cEmerald Group Press$dc2007
215   $a1 online resource (130 p.)
225 0 $aInternational Marketing Review ;$v24, no. 3
300   $aDescription based upon print version of record.
311   $a1-84663-498-9 
327   $aCover; 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
330   $aInternational 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 diversity inher
606   $aExport marketing
606   $aBranding (Marketing)
615  0$aExport marketing.
615  0$aBranding (Marketing)
676   $a382.3
676   $a382.65
701   $aMelewar$b T. C$01561549
701   $aSmall$b Joseann$01561550
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910783902403321
996   $aContemporary thinking, topics and trends in international branding, part 1$93828440
997   $aUNINA