Carolina Sinning

International Strategic Management of Brands and Online Firms

Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Handel und Internationales Marketing Retailing and International Marketing
• Verlag: Springer Gabler / Springer, Berlin
• Artikelnr. des Verlages: 978-3-658-38049-6
• 1st ed. 2022
• Seitenzahl: 248
• Erscheinungstermin: 2. Juli 2022
• Englisch
• Abmessung: 210mm x 148mm x 14mm
• Gewicht: 330g
• ISBN-13: 9783658380496
• ISBN-10: 3658380497
• Artikelnr.: 63994970

Autorenporträt

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

Inhaltsangabe

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.