The double-edged sword of foreign brand names for companies from emerging countries

Journal of Marketing

Volumn 76, Issue 6, 2012, Pages 21-37

  Melnyk, Valentyna ^a   Klein, Kristina ^b   Völckner, Franziska ^b  

^a UNIVERSITY OF WAIKATO   (New Zealand)

^b UNIVERSITY OF COLOGNE   (Germany)

Author keywords

Brand management; Emerging economies; Foreign branding; International marketing

Indexed keywords

EID: 84869129708     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.11.0349     Document Type: Article

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