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The Role of Branding in International Advertising
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The Role of Branding in International Advertising (1985)The Role of Branding in International Adv…Co-branding. Koncepcja i uwarunkowania rozwoju (2013)Co-branding. Koncepcja i uwar…Die Bestimmung der Repositionierungsintensität von Marken (2010)Die Bestimmung der Reposition…Integrating brand development and relationship marketing (1996)Integrating brand development…Transnational Advertising Development and Management: An Account Planning Approach and a Process Framework (1994)Transnational Advertising Dev…Global Branding: Why and How? (1993)Global Branding: Why and How?The Varying Nature of Brands as Assets (1989)The Varying Nature of Brands …Determinants of International Media Purchasing: A Survey of Media Buyers (1988)Determinants of International…Advertising Standardization (1987)Advertising StandardizationMarkets and Hierarchies: Analysis and Antitrust Implications. (1976)Competitive Strategy: Techniques for Analyzing Industries and Competitors (1980)From Marketing Mix to Relationship Marketing (1994)Word of mouth communication within online communities: Conceptualizing the online social network (2007)Brand relationships through brand reputation and brand tribalism (2008)Exchange and Power in Social Life (2017)International business and multinational enterprises (1973)Strategic Market Management (1984)Handbuch der Psychologie (2006)Current issues and research in advertising (1978)THE GLOBALIZATION OF MARKETS (1983)The borderless world: Power and strategy in the interlinked economy (1991)Advertising Decision Making in Asia: "Glocal" versus "Regcal" Approach (1998)Marketing mix standardization: a cross cultural study of four countries (2004)The cultural dimension of assertiveness in cross-cultural advertising (2010)The magical number seven, plus or minus two: Some limits on our capacity for processing information. (1956)Comparative Product Testing for Own‐label Marketing (1994)The magical number seven, plus or minus two: Some limits on our capacity for processing information. (1994)Applicability of a brand trust scale across product categories (2004)Exploring the Role of Family Firm Identity and Market Focus on the Heterogeneity of Family Business Branding Strategies (2018)Advances in Consumer Research (2025)Importance-Performance Analysis (1977)Market Expansion Strategies in Multinational Marketing (1979)Marketing in the international environment (1984)Shaping the future: Mergers, acquisitions, and the U.S. publishing, communications, and mass media industries, 1990–1995 (1996)A Theory of Cognitive Dissonance (1957)Firm Resources and Sustained Competitive Advantage (1991)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Identität und Marke im Entrepreneurial Marketing (2015)Strategic Brand Management (2017)Nachhaltigkeitsorientierte Markenpolitik (2023)Organizations : Behavior, Structure, Processes (1976)Customizing global marketing (1986)Effects of Price, Brand, and Store Information on Buyers' Product Evaluations (1991)The Commitment-Trust Theory of Relationship Marketing (1994)Firm resources and sustained competitive advantage (2004)
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Cited by

  • 1996Integrating brand development and relationship marketing42 cited
  • 1989The Varying Nature of Brands as Assets35 cited
  • 1994Transnational Advertising Development and Management: An Account Planning Approach and a Process Framework33 cited
  • 1987Advertising Standardization29 cited
  • 2010Die Bestimmung der Repositionierungsintensität von Marken17 cited
  • 2013Co-branding. Koncepcja i uwarunkowania rozwoju9 cited
  • 1993Global Branding: Why and How?9 cited
  • 1988Determinants of International Media Purchasing: A Survey of Media Buyers7 cited

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