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

Published Wiesbaden, Germany : Springer Gabler, 2022

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Description 1 online resource (xx, 226 pages) : illustrations Series Handel und Internationales Marketing, 2626-3335 Gabler research. Retailing and international marketing, 2626-3335 Contents 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 Summary 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 Bibliography Includes bibliographical references Notes Online resource; title from PDF title page (SpringerLink, viewed July 7, 2022) Subject Branding (Marketing) International business enterprises -- Management Electronic commerce -- Management branding. Branding (Marketing) Electronic commerce -- Management International business enterprises -- Management Form Electronic book ISBN 9783658380502 3658380500

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