Work

A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

Year: 2015

Type: article

Source: Journal of the Academy of Marketing Science

DOI: 10.1007/s11747-015-0452-7

Authors: Martin Heinberg, H. Erkan Ozkaya, Markus Taube

Institutions: University of Duisburg-Essen, California State Polytechnic University, Nankai University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W581603853

FWCI: 5.8

Cites: 144

Cited by: 45

Related to: 10