A branding strategy for emerging market firms entering developed markets

Journal of International Consumer Marketing

Volumn 20, Issue 3-4, 2008, Pages 95-107

  Magnusson, Peter ^a   Haas, Sarah M ^a   Zhao, Hongzin ^a  

^a SAINT LOUIS UNIVERSITY   (United States)

Author keywords

Brand strategy; Country of origin; Emerging markets; Signaling theory

Indexed keywords

EID: 67650831884     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1080/08961530802129490     Document Type: Article

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