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International strategic management o...

Sinning, Carolina.

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International strategic management of brands and online firms = essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /

Record Type:	Electronic resources : Monograph/item
Title/Author:	International strategic management of brands and online firms/ by Carolina Sinning.
Reminder of title:	essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
Author:	Sinning, Carolina.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2022.,
Description:	xx, 226 p. :ill., digital ;24 cm.
[NT 15003449]:	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.
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing) -
Online resource:	https://doi.org/10.1007/978-3-658-38050-2
ISBN:	9783658380502

International strategic management of brands and online firms = essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
Sinning, Carolina.

International strategic management of brands and online firmsessays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /[electronic resource] :by Carolina Sinning. - Wiesbaden :Springer Fachmedien Wiesbaden :2022. - xx, 226 p. :ill., digital ;24 cm. - Handel und internationales marketing retailing and international marketing,2626-3335. - Handel und internationales marketing retailing and international marketing..

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.

ISBN: 9783658380502

Standard No.: 10.1007/978-3-658-38050-2doiSubjects--Topical Terms:

625366
Branding (Marketing)

LC Class. No.: HF5415.1255 / .S55 2022

Dewey Class. No.: 658.827

International strategic management of brands and online firms = essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization /
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505 0 $a 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.
520 $a 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.
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