International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization - Handel und Internationales Marketing Retailing and International Marketing - Carolina Sinning - Books - Springer Fachmedien Wiesbaden - 9783658380496 - July 2, 2022
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Carolina Sinning
International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization - Handel und Internationales Marketing Retailing and International Marketing 1st ed. 2022 edition

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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.

226 pages, 39 Illustrations, black and white; XX, 226 p. 39 illus.; 39 Illustrations, black and whit

Media Books     Paperback Book   (Book with soft cover and glued back)
Released July 2, 2022
ISBN13 9783658380496
Publishers Springer Fachmedien Wiesbaden
Pages 226
Dimensions 150 × 220 × 10 mm   ·   330 g
Language German  

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