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A global brand management roadmap

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  • Özsomer, Aysegül
  • Batra, Rajeev
  • Chattopadhyay, Amitava
  • ter Hofstede, Frenkel

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Suggested Citation

  • Özsomer, Aysegül & Batra, Rajeev & Chattopadhyay, Amitava & ter Hofstede, Frenkel, 2012. "A global brand management roadmap," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 1-4.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:1-4
    DOI: 10.1016/j.ijresmar.2012.01.001
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    References listed on IDEAS

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    1. Gary A Knight & S Tamar Cavusgil, 2004. "Innovation, organizational capabilities, and the born-global firm," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(2), pages 124-141, March.
    2. Torres, Anna & Bijmolt, Tammo H.A. & Tribó, Josep A. & Verhoef, Peter, 2012. "Generating global brand equity through corporate social responsibility to key stakeholders," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 13-24.
    3. Jean-Noël Kapferer, 2005. "The post global brand," Post-Print hal-00781536, HAL.
    4. Yinlong Zhang & Adwait Khare, 2009. "The Impact of Accessible Identities on the Evaluation of Global versus Local Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 524-537.
    5. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    6. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2012. "The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 43-54.
    7. Robert Holton, 2000. "Globalization's Cultural Consequences," The ANNALS of the American Academy of Political and Social Science, , vol. 570(1), pages 140-152, July.
    8. Matanda, Tandadzo & Ewing, Michael T., 2012. "The process of global brand strategy development and regional implementation," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 5-12.
    9. Tu, Lingjiang & Khare, Adwait & Zhang, Yinlong, 2012. "A short 8-item scale for measuring consumers’ local–global identity," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 35-42.
    10. Gary A Knight & S Tamer Cavusgil, 2004. "Innovation, organizational capabilities, and the born-global firm," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(4), pages 334-334, July.
    11. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
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    Cited by:

    1. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
    2. Timo Mandler & Fabian Bartsch & C. Min Han, 0. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-32.
    3. Nath, Pravin & Kirca, Ahmet H. & Kim, Saejoon & Andras, Trina Larsen, 2019. "The Effects of Retail Banner Standardization on the Performance of Global Retailers," Journal of Retailing, Elsevier, vol. 95(3), pages 30-46.
    4. Bourdin, David & Halkias, Georgios & Makri, Katerina, 2021. "The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework," Journal of Business Research, Elsevier, vol. 137(C), pages 28-38.
    5. Makri, Katerina & Papadas, Karolos & Schlegelmilch, Bodo B., 2021. "Global social networking sites and global identity: A three-country study," Journal of Business Research, Elsevier, vol. 130(C), pages 482-492.
    6. Timo Mandler & Fabian Bartsch & C. Min Han, 2021. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1559-1590, October.

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