Corporate branding versus product branding in emerging markets: A conceptual framework

Marketing Intelligence and Planning

Volumn 24, Issue 4, 2006, Pages 347-364

  Xie, Henry Yu ^a   Boggs, David J ^b  

^a School of Business   (United States)

^b EASTERN ILLINOIS UNIVERSITY   (United States)

Author keywords

Corporate branding; Emerging markets; Market entry; Multinational firms

Indexed keywords

EID: 33744811459     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500610672099     Document Type: Review

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