International Marketing Review: Volume 37 Issue 2

How do mature born globals create customer value to achieve international growth?

Svante Andersson, Gabriel Baffour Awuah, Ulf Aagerup, Ingemar Wictor

This study aims to investigate how mature born global firms create value for customers to achieve continued international growth.

The influence of unilateral supplier transaction-specific investments on international buyer opportunism: empirical findings from local suppliers in China

Lei Wang, Chun Zhang, Jun Li, Dong Huo, Xing Fan

This study examines how unilateral supplier transaction-specific investments (TSIs), directly and indirectly, influence international buyer opportunism and the extent to which…

Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness

Eunjoo Cho, Jiyoung Hwang

The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty…

International marketing agility: conceptualization and research agenda

Emanuel Gomes, Carlos M.P. Sousa, Ferran Vendrell-Herrero

The aim of this paper is to conceptualize the notion of international marketing agility.

Social media resources and export performance: the role of trust and commitment

Mahmoud Abdulai Mahmoud, Matilda Adams, Aidatu Abubakari, Nicholas Oblitei Commey, Adelaide Naa Amerley Kastner

The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model.

The internationalization of African fintech firms: marketing strategies for successful intra-Africa expansion

Zara Hammerschlag, Geoff Bick, John Manuel Luiz

The purpose of this study is to explore how African fintech firms adapt their marketing strategies for successful market expansion into new African countries.

Toward more rigorous country brand assessments: the modified country brand strength index

Abdelmounaim Lahrech, Katariina Juusola, Mohamed Eisa AlAnsaari

This study focuses on country branding indices. The main purpose of this study is to build an objective country brand strength index using secondary data. The new index, the…

How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries

Lia Zarantonello, Silvia Grappi, Marcello Formisano, Josko Brakus

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand…

An acquisition or a greenfield subsidiary? The impact of knowledge on sequential establishments in a host country

Anders Pehrsson

Establishment of wholly owned subsidiaries in a foreign market is central to international marketing because sole ownership and high commitment facilitate firm's marketing in the…