Global brand communities across borders: the Warhammer case
Article Abstract:
The effect of culture on the interpretation of brand identities by different communities is described, based on the attribution of meanings to the global brand Warhammer by brand communities in France and the United States.
author: Cova, Bernard, Pace, Stefano, Park, David J.
Publisher: Emerald Group Publishing, Ltd.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 2007
France, Interpretation and construction, Communitarianism, Brand identity, Author abstract
Location, industrial concentration and the propensity of small US firms to export: Entrepreneurship in the international marketplace
Article Abstract:
A study is conducted to examine the impact of urbanization, industrial concentration and geography on export choices of smaller firms in United States.
author: Mittelstaedt, John D., Ward, William A., Nowlin, Edward
Publisher: Emerald Group Publishing, Ltd.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 2006
Organizational history, Science & research, Venture Analysis, Business enterprises, Location, Urbanization, Industrial concentration
Measurement and tracking of brand equity in the global marketplace: The PepsiCo experience
Article Abstract:
Pepsico's experience with brand equity is discussed.
author: Kish, Paulette, Riskey, Dwight R., Kerin, Roger A.
Publisher: Emerald Group Publishing, Ltd.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 2001
Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Bottled and canned soft drinks, Market Research & Product Development, Case studies, Soft drinks, Soft drink industry, Marketing research, Market research, PepsiCo Inc., PEP
subjects list: United States, Economic aspects, Research
This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.