Do corporate image and reputation drive brand equity in India and China? : similarities and differences

von Heinberg, Martin
Veröffentlicht in Journal of business research (2018)

The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting

von Heinberg, Martin
Veröffentlicht in Journal of international business studies (2017)

A contextual, theoretical and empirical analysis of the uses of university degrees as symbolic capital in self-initiated expatriation

von Ryan, Jason
Veröffentlicht in European journal of international management (2015)

Changes in consumer segments and preferences to green labelling

von Whitson, Debbora
Veröffentlicht in International journal of consumer studies (2014)

A brand built on sand : is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

von Heinberg, Martin
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2016)

How nostalgic brand positioning shapes brand equity : differences between emerging and developed markets

von Heinberg, Martin
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2020)

Market orientation, knowledge competence, and innovation

Veröffentlicht in International journal of research in marketing (2015)

An assessment of hierarchical linear modeling in international business, management, and marketing

Veröffentlicht in International business review (2013)