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Cross-cultural factors in international branding

Author

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  • Rafael Castro
  • Patricio Sáiz

Abstract

This is the second special issue resulting from the symposium titled ‘The Brand and Its History’. This issue aims at deepening the knowledge of the historical and cultural roots of the origin, uses, and meanings of modern branding. This editorial summarises previous contributions from economic, marketing, and historical literature; presents the main findings of the seven articles included in this issue; and reflects on possible further research.

Suggested Citation

  • Rafael Castro & Patricio Sáiz, 2020. "Cross-cultural factors in international branding," Business History, Taylor & Francis Journals, vol. 62(1), pages 1-25, January.
    • Handle: RePEc:taf:bushst:v:62:y:2020:i:1:p:1-25
    DOI: 10.1080/00076791.2019.1592157
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    Cited by:

    1. Carolina Castaldi & Sandro Mendonca, 2021. "Regions and trademarks. Research opportunities and policy insights from leveraging trademarks in regional innovation studies," Papers in Evolutionary Economic Geography (PEEG) 2138, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Dec 2021.

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