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) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 44
  • Basım Tarihi: 2010
  • Doi Numarası: 10.1108/03090561011062907
  • Dergi Adı: EUROPEAN JOURNAL OF MARKETING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.1410-1436
  • Anahtar Kelimeler: Strategic management, Brand management, International marketing, Emerging markets, Turkey, BUSINESS PERFORMANCE, EXPORT PERFORMANCE, PRODUCT, ORIENTATION, INNOVATION, DETERMINANTS, EXPERIENCES, INTEGRATION, ADAPTATION, VENTURES
  • Marmara Üniversitesi Adresli: Evet

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.