Table of contents - Special Issue: Contemporary thinking, topics and trends in international branding – Part 1
Guest Editors: TC Melewar, Joseann Small
Understanding international branding: defining the domain and reviewing the literature
Jeryl Whitelock, Fernando FastosoThis paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding…
Global branding, country of origin and expertise: An experimental evaluation
Anthony Pecotich, Steven WardThe globalisation of markets combined with the paradoxical rise of nationalism has created an increased concern about the importance of the interaction of global brands with other…
An investigation of global versus local online branding
Jamie Murphy, Arno ScharlDraws upon Hofstede's cultural values and Rogers' diffusion of innovations to investigate relationships between search engine popularity and a company's preference for global…
Global brand communities across borders: the Warhammer case
Bernard Cova, Stefano Pace, David J. ParkThe “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons…
How cultural differences in uncertainty avoidance affect product perceptions
Julie Anne Lee, Ellen Garbarino, Dawn LermanTo examine how people from countries that vary in uncertainty avoidance (UA) use information about product uncertainty when evaluating products.
Revitalising suffering multinational brands: an empirical study
Melanie Andrews, Daekwan KimThis study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan