A consumer perspective on foreign market entry: Building brands through brand alliances

Journal of International Consumer Marketing

Volumn 11, Issue 2, 1999, Pages 39-58

  Voss, Kevin E ^a   Tansuhaj, Patriya ^b  

^a WASHINGTON STATE UNIVERSITY   (United States)

^b WASHINGTON STATE UNIVERSITY   (United States)

Author keywords

Brand alliances; Building brands; Foreign market entry; Information asymmetry and signaling

Indexed keywords

EID: 84865549195     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v11n02_03     Document Type: Article

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