Table of contents
International marketing: an assessment
Stanley J. PaliwodaThe vast scope and range of International Marketing is reviewed in its entirety with a view to how the subject is and should be researched and taught. Definitions are questioned…
8893
Effects of partitioned country image in the context of brand image and familiarity: A categorization theory perspective
Dongdae Lee, Gopala GaneshThis article examines the effects of brand image country image and familiarity with both brand and country on consumer evaluation of binational brands. Specifically two…
6708
Warranty strategy: a solution to hybrid product woes?
Soo‐Jiuan Tan, Wai‐Ying LeongUsing an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are…
1365
A five‐country study of national identity: Implications for international marketing research and practice
Bruce D. Keillor, G. Tomas M. HultA number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the…
8178
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan