Determinants of SME brand adaptation in global marketing
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- Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
- Mansour Lotayif, 2016. "Causality Relationships between Main Branding Variables and International Marketing Strategy: Evidence from MNCs in GCC Market," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(1), pages 140-140, December.
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Keywords
international marketing; global branding; culture; brand adaptation; small and medium-sized enterprises; SMEs; firm size; marketing mix; small business; standardisation; brand repositioning; cultural differences.;All these keywords.
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