Contemporary thinking, topics and trends in international branding, part 1 / guest editors T.C. Melewar and Joseann Small.

Format:

Book

Contributor:

Melewar, T. C.

Small, Joseann.

Series:

International Marketing Review ; 24, no. 3

Language:

English

Subjects (All):

Export marketing.

Branding (Marketing).

Physical Description:

1 online resource (130 p.)

Edition:

1st ed.

Place of Publication:

Bradford : Emerald Group Press, c2007.

Language Note:

English

Summary:

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 diversity inher

Contents:

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

Notes:

Description based upon print version of record.

ISBN:

1-280-92920-0

9786610929207

1-84663-499-7

OCLC:

182761201