International strategies of emerging market firms Standardization in brand management revisited


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

EUROPEAN JOURNAL OF MARKETING, vol.44, pp.1410-1436, 2010 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 44
  • Publication Date: 2010
  • Doi Number: 10.1108/03090561011062907
  • Title of Journal : EUROPEAN JOURNAL OF MARKETING
  • Page Numbers: pp.1410-1436

Abstract

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.