TY  - BOOK
AU  - Sinning,Carolina
TI  - International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization 
T2  - Handel und Internationales Marketing Retailing and International Marketing,
SN  - 9783658380502
U1  - 658.8 23
PY  - 2022///
CY  - Wiesbaden
PB  - Springer Fachmedien Wiesbaden, Imprint: Springer Gabler
KW  - Marketing
KW  - Business
KW  - Management science
KW  - Business and Management
N1  - 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
N2  - 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.
UR  - https://doi.org/10.1007/978-3-658-38050-2
ER  -