Understanding international branding: Defining the domain and reviewing the literature

International Marketing Review

Volumn 24, Issue 3, 2007, Pages 252-270

  Melewar, T ^a   Small, Joseann ^a   Whitelock, Jeryl ^b   Fastoso, Fernando ^b  

^a Bradford University School of Management ^*

^b BRADFORD UNIVERSITY SCHOOL OF MANAGEMENT   (United Kingdom)

Author keywords

Brand management; Brands; International marketing

Indexed keywords

EID: 34249979039     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330710755285     Document Type: Review

References (32)

1. Alashban, A.A., Hayes, L.A., Zinkhan, G.M. and Balazs, A.L. (2002), “International brand-name standardization/adaptation: antecedents and consequences”, Journal of International Marketing, Vol. 10 No. 3, pp. 22-48.
2. Alden, D.L., Steenkamp, J-B.E.M. and Batra, R. (1999), “Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture”, Journal of Marketing, Vol. 63 No. 1, pp. 75-87.
3. Aston Business School (2005), available at: www.abs.aston.ac.uk/newweb/research/rankings/ (accessed 15 November).
4. Berelson, B. (1952), Content Analysis in Communication Research, Free Press, Glencoe, IL.
5. Cheng, J.M.-S., Blankson, C., Wu, P.C.S. and Chen, S.S.M. (2005), “A stage model of international brand development: the perspectives of manufacturers from two newly industrialized economies – South Korea and Taiwan”, Industrial Marketing Management, Vol. 34 No. 5, pp. 504-14.
6. de Chernatony, L. (2001), From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands, Butterworth-Heinemann, Oxford.
7. de Chernatony, L., Halliburton, C. and Bernath, R. (1995), “International branding: demand- or supply-driven opportunity?”, International Marketing Review, Vol. 12 No. 2, pp. 9-21.
8. Dillman, D.A. (1998), Mail and Internet Surveys: The Tailored Design Method, Wiley, New York, NY.
9. Douglas, S.P., Craig, C.S. and Nijssen, E.J. (2001), “Executive insights: integrating branding strategy across markets: building international brand architecture”, Journal of International Marketing, Vol. 9 No. 2, pp. 97-114.
10. DuBois, F.L. and Reeb, D. (2000), “Ranking the international business journals”, Journal of International Business Studies, Vol. 31 No. 4, pp. 689-704.
11. Harzing (2005), available at: www.harzing.com (accessed 15 November).
12. Henthorne, T.L., LaTour, M.S. and Loraas, T. (1998), “Publication productivity in three leading US advertising journals: 1989 through 1996”, Journal of Advertising, Vol. 27 No. 2, pp. 53-63.
13. Holt, D.B., Quelch, J.A. and Taylor, E.L. (2004), “How global brands compete”, Harvard Business Review, Vol. 82 No. 9, pp. 68-75.
14. Hsieh, M-H. (2004), “Measuring global brand equity using cross-national survey data”, Journal of International Marketing, Vol. 12 No. 2, pp. 28-58.
15. Hult, G.T.M., Neese, W.T. and Bashaw, R.E. (1997), “Faculty perceptions of marketing journals”, Journal of Marketing Education, Vol. 19 No. 1, pp. 37-52.
16. Kapferer, J-N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London.
17. Kassarjian, H.H. (1977), “Content analysis in consumer research”, Journal of Consumer Research, Vol. 4 No. 1, pp. 8-19.
18. Keller, K.L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, Upper Saddle River, NJ.
19. Nakata, C. and Huang, Y. (2005), “Progress and promise: the last decade of international marketing research”, Journal of Business Research, Vol. 58 No. 5, pp. 611-8.
20. Onkvisit, S. and Shaw, J.J. (1989), “The international dimension of branding: strategic considerations and decisions”, International Marketing Review, Vol. 6 No. 3, pp. 22-34.
21. Pitcher, A.E. (1985), “The role of branding in international advertising”, International Journal of Advertising, Vol. 4 No. 3, pp. 241-6.
22. Roth, M.S. (1992), “Depth versus breadth strategies for global brand image management”, Journal of Advertising, Vol. 21 No. 2, pp. 25-36.
23. Roth, M.S. (1995 a), “The effects of culture and socioeconomics on the performance”, Journal of Marketing Research, Vol. 32 No. 2, pp. 163-75.
24. Roth, M.S. (1995 b), “Effects of global market conditions on brand image customization and brand performance”, Journal of Advertising, Vol. 24 No. 4, pp. 55-75.
25. Royne Stafford, M. (2005), “International services advertising (ISA): defining the domain and reviewing the literature”, Journal of Advertising, Vol. 34 No. 1, pp. 65-86.
26. Schuiling, I. and Kapferer, J-N. (2004), “Executive insights: real differences between local and international brands: strategic implications for international marketers”, Journal of International Marketing, Vol. 12 No. 4, pp. 97-112.
27. Sekaran, U. (1983), “Methodological and theoretical issues and advancements in cross-cultural research”, Journal of International Business Studies, Vol. 14 No. 2, pp. 61-74.
28. Sorenson, R.Z. and Wiechmann, U.E. (1975), “How multinationals view marketing standardisation”, Harvard Business Review, Vol. 53 No. 3, pp. 38-51.
29. Steenkamp, J.-B.E.M., Batra, R. and Alden, D.L. (2003), “How perceived brand globalness creates brand value”, Journal of International Business Studies, Vol. 34 No. 1, pp. 53-65.
30. Winram, S. (1984), “The opportunity for world brands”, International Journal of Advertising, Vol. 3 No. 1, pp. 17-26.
31. Wolfe, A. (1991), “The single European market: national or euro-brands?”, International Journal of Advertising, Vol. 10 No. 1, pp. 49-58.
32. Zou, S. (2005), “Contributions to international advertising research: an assessment of the literature between 1990 and 2002”, Journal of Advertising, Vol. 34 No. 1, pp. 99-110.