Overview
Part of the book series: Handel und Internationales Marketing Retailing and International Marketing (HIM)
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Table of contents (22 chapters)
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Front Matter
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Introduction
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Front Matter
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Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations
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Front Matter
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Study 2: Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective across Nations
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Front Matter
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Study 3: Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances
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Front Matter
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Keywords
About this book
The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.
Authors and Affiliations
About the author
Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.
Bibliographic Information
Book Title: International Strategic Management of Brands and Online Firms
Book Subtitle: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization
Authors: Carolina Sinning
Series Title: Handel und Internationales Marketing Retailing and International Marketing
DOI: https://doi.org/10.1007/978-3-658-38050-2
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022
Softcover ISBN: 978-3-658-38049-6Published: 02 July 2022
eBook ISBN: 978-3-658-38050-2Published: 01 July 2022
Series ISSN: 2626-3327
Series E-ISSN: 2626-3335
Edition Number: 1
Number of Pages: XX, 226
Number of Illustrations: 39 b/w illustrations