Handel und Internationales Marketing Retailing and International Marketing: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization

Sinning, Carolina

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.

Details

Published by: Springer Gabler

Publication Date: 2022-07-02

Format: Paperback

ISBN-13: 9783658380496

DOI: 10.1007/978-3-658-38050-2

Dimensions: 210cm x148cm

Pages: 226