A global brand management roadmap

International Journal of Research in Marketing

Volumn 29, Issue 1, 2012, Pages 1-4

  Özsomer, Aysegül ^a   Batra, Rajeev ^b   Chattopadhyay, Amitava ^c   ter Hofstede, Frenkel ^d  

^a KOÇ UNIVERSITY   (Turkey)

^b UNIVERSITY OF MICHIGAN   (United States)

^c INSEAD   (Singapore)

^d UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84858795094     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2012.01.001     Document Type: Article

References (33)

1. Aaker D., Joachimsthaler E. The lure of global branding. Harvard Business Review 1999, 77(6):137-144.
2. Alden D.L., Steenkamp J.-B.E.M., Batra R. Brand positioning through advertising in Asia, North America, and Europe. Journal of Marketing 1999, 63:75-87.
3. Alden D.L., Steenkamp J.-B.E.M., Batra R. Consumer attitudes toward marketplace globalization: Structure, antecedents, and consequences. International Journal of Research in Marketing 2006, 23:227-239.
4. Arnett J.J. The psychology of globalization. American Psychologist Oct 2002, 57(10):774-783.
5. Batra R., Ramaswamy V., Alden D.L., Steenkamp J.-B.E.M., Ramachander S. Effects of brand local/nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology 2000, 9(2):83-95.
6. Dimofte C.V., Johansson J.K., Ilkka A. Cognitive and affective reactions of U.S. consumers to global brands. Journal of International Marketing 2008, 16(4):113-135.
7. Ghemawat Pankaj Redefining global strategy 2007, Harvard Business School Press, Boston.
8. Holt D.B., Quelch J.A., Taylor E.L. How global brands compete. Harvard Business Review 2004, 82(September):68-75.
9. Holton Robert Globalization's cultural consequences. The Annals of the American Academy of Political and Social Science 2000, 570(July):140-152.
10. Hsieh M.H. Identifying brand image dimensionality and measuring the degree of brand globalization: A cross-national study. Journal of International Marketing 2002, 10(2):46-67. (Special Issue on Global Branding).
11. Johansson J.K., Ronkainen I. The esteem of global brands. Journal of Brand Management 2005, 12(5):339-354.
12. Kapferer J.-N. The post-global brand. Journal of Brand Management 2005, 12(5):319-324.
13. Knight G.A., Cavusgil S.T. Innovation, organizational capabilities, and the born-global firm. Journal of International Business Studies 2004, 35:124-141.
14. Kotabe M., Helsen K. Global marketing management 2010, John Wiley & Sons, Hoboken, NJ. 5th ed.
15. Maljers F.A. Inside Unilever: The evolving transnational company. Harvard Business Review 1992, (September-October):46-51.
16. Matanda T., Ewing M.T. The process of global brand strategy development and regional implementation. International Journal of Research in Marketing 2012, 29(1).
17. Özsomer A., Altaras S. Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing 2008, 16(4):1-28.
18. Özsomer A., Prussia G.E. Competing perspectives in international marketing strategy: Contingency and process models. Journal of International Marketing 2000, 8(1):27-50.
19. Özsomer A., Simonin B.L. Marketing program standardization: A cross-country exploration. International Journal of Research in Marketing 2004, 21(4):397-419.
20. Parvatiyar A., Sheth J. Customer relationship management: Emerging practice, process, and discipline. Journal of Economic and Social Research 2001, 3(2):1-34.
21. Riefler P. Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin. International Journal of Research in Marketing 2012, 29(1).
22. Ritzer G. The globalization of nothing 2 2007, Pine Forge Press, Thousand Oaks, CA.
23. Steenkamp, J.-B E.M., Batra R., Alden D.L. How perceived brand globalness creates brand value. Journal of International Business Studies 2003, 34(1):53-65.
24. Steenkamp Jan-Benedict E.M., de Jong Martijn G. A global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing 2010, 74(6):18-40.
25. Steenkamp Jan-Benedict E.M., Ter Hofstede Frenkel International market segmentation: Issues and perspectives. International Journal of Research in Marketing 2002, 19(3):185-213.
26. Strizhakova Y., Coulter R.A., Price L.L. Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing 2008, 16(4):57-85.
27. Yip G.S. Total global strategy: Managing for worldwide competitive advantage 1995, Englewood Cliffs, NJ: Prentice Hall.
28. Strizhakova Yuliya, Coulter Robin A., Price Linda L. The young adult market in emerging markets: Assessing their glocal cultural identity in a global marketplace. International Journal of Research in Marketing 2012, 29(1).
29. Torres Anna, Bijmolt Tammo H.A., Tribó Josep A., Verhoef Peter Generating Global Brand Equity through Corporate Social Responsibility to Key Stakeholders. International Journal of Research in Marketing 2012, 29(1).
30. Tu Lingjiang, Khare Adwait, Zhang Yinlong A Short 8-Item Scale for Measuring Consumers' Local-Global Identity. International Journal of Research in Marketing 2012, 29(1).
31. Yip G.S. Total global strategy 1995, Prentice-Hall, New Jersey.
32. Zhang Y., Khare A. The impact of accessible identities on the evaluation of global versus local products. Journal of Consumer Research 2009, 36:524-537.
33. Zou S., Cavusgil T.S. The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. Journal of Marketing 2002, 66:40-56.