International Strategic Management of Brands and Online Firms 1st Edition by Carolina Sinning, Bernhard Swoboda, Thomas Foscht, Hanna Schramm Klein ISBN 9783658380502 3658380500

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Product details:
ISBN 10: 3658380500
ISBN 13: 9783658380502
Author: Carolina Sinning, Bernhard Swoboda, Thomas Foscht, Hanna Schramm Klein

International Strategic Management of Brands and Online Firms 1st Edition Table of contents:

Part I. Introduction

1. Focus and Relevance

2. Literature Review and Research Gaps

3. Structure and Contribution of the Studies

4. Further Remarks

Part II. Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations

5. Introduction

6. Conceptual Framework

7. Hypothesis Development

8. Empirical Study

9. Discussion and Implications

10. Limitations and Further Research

Part III. Study 2: Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective across Nations

11. Introduction

12. Conceptual Framework and Hypothesis

13. Empirical Study

14. Discussion

15. Limitations and Further Research

Part IV. Study 3: Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances

16. Introduction

17. Conceptual Framework and Hypothesis

18. Empirical Study

19. Discussion

20. Limitations and Further Research

Part V. Final Remarks

21. Discussion and Conclusions

22. Limitations and Further Research

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