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A Branding Strategy for Emerging Market Firms Entering Developed Markets

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References

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1995

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A Meta-Analysis of Country-of-Origin Effects

952 cited

2002Country equity and country branding: Problems and prospects767 cited

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2017Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective44 cited
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2015Branding from emerging countries: how to compete internationally?27 cited
2011Improving global competitiveness with branding strategy24 cited
2017In search of tools for the use of country image (CI) in the brand19 cited
2016Exploring the Literal Effect of COO for a New Brand: A Conjoint Analysis Approach12 cited
2024How emerging-market brands can overcome a weak country image11 cited
2021Brand types applied by emerging markets’ firms: Country of brand origin and brand use motives9 cited
2021The role of market and product category characteristics in local versus foreign language branding in Latin America9 cited