Achieving and managing global brand equity: A critical analysis

Journal of Global Marketing

Volumn 21, Issue 3, 2008, Pages 207-215

  Samli, A Coskun ^a   Fevrier, Merici ^a  

^a UNIVERSITY OF NORTH FLORIDA   (United States)

Author keywords

Brand equity; Durability of international brands; Global brand management; Globalization

Indexed keywords

EID: 67650089664     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760802152041     Document Type: Article

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