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Articles (127)

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1-10 of 127 results for global brand management

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Select article: Global Brand Building and Management in the Digital Age

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Research article

First published 2020-3

Global Brand Building and Management in the Digital Age

Jan-Benedict E.M. Steenkamp

Journal of International Marketing

Select article: Drivers of Brand Commitment: A Cross-National Investigation

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Research article

First published 2010-6

Drivers of Brand Commitment: A Cross-National Investigation

Andreas B. Eisingerich, Gaia Rubera

Journal of International Marketing

Select article: The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness

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Research article

First published 2012-6

The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness

Ayşegül Özsomer

Journal of International Marketing

Select article: Royal Enfield’s Plan RE 2.0: Turbulence in Two-wheeler Market

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Case report

First published 2024

Royal Enfield’s Plan RE 2.0: Turbulence in Two-wheeler Market

Praveen Gupta

Asian Journal of Management Cases

Select article: Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises

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Research article

First published 2024-9

Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises

Eda Sayin, Nilüfer Z. Aydınoğlu, Ayşegül Özsomer [...]

Journal of International Marketing

Select article: A Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity

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Research article

First published 2021-3

A Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity

Pravin Nath, Ahmet H. Kirca, Saejoon Kim

Journal of International Marketing

Select article: Should Global Brands Engage in Brand Activism?

Open access

Research article

First published 2025-3

Should Global Brands Engage in Brand Activism?

Paurav Shukla, Veronica Rosendo-Rios, Dina Khalifa

Journal of International Marketing

Select article: How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

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Research article

First published 2016-12

How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

Vasileios Davvetas, Adamantios Diamantopoulos

Journal of International Marketing

Select article: Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study

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Research article

First published 2002-6

Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study

Ming H. Hsieh

Journal of International Marketing

Select article: Global Brand Architecture Position and Market-Based Performance: The Moderating Role of Culture

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Research article

First published 2015-6

Global Brand Architecture Position and Market-Based Performance: The Moderating Role of Culture

M. Berk Talay, Janell D. Townsend, Sengun Yeniyurt

Journal of International Marketing

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