International strategies of emerging market firms Standardization in brand management revisited


Erdogmus I. E. , BODUR M., Yilmaz C.

EUROPEAN JOURNAL OF MARKETING, cilt.44, ss.1410-1436, 2010 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 44
  • Basım Tarihi: 2010
  • Doi Numarası: 10.1108/03090561011062907
  • Dergi Adı: EUROPEAN JOURNAL OF MARKETING
  • Sayfa Sayıları: ss.1410-1436

Özet

Purpose - This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored.