International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internat

ISBN-13: 9783658380496 / Angielski / Miękka / 2022

Carolina Sinning

Opis

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.

Spis treści

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.

O autorze

Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.

 

Blurb

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.