Table of contents - Special Issue: Contemporary thinking, topics and trends in international branding – Part II
Guest Editors: Joseann Small, TC Melewar
Multiple roles for branding in international marketing
Ho Yin Wong, Bill MerrileesThe purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand…
Consumers' product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter?
Leila Hamzaoui Essoussi, Dwight MerunkaThe purpose of this paper is to investigate, in an emerging market, the simultaneous effects of country of design (COD), country of manufacture (COM), and brand image on…
Extending the view of brand alliance effects: An integrative examination of the role of country of origin
Christian Bluemelhuber, Larry L. Carter, C. Jay LambeThe purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It…
Asian brands without borders: regional opportunities and challenges
Julien Cayla, Giana M. EckhardtThis study aims to analyze Asian branding strategies at the regional level, and provide a map of opportunities and challenges for Asian regional branding.
Aesthetic theory and logo design: examining consumer response to proportion across cultures
Narelle Pittard, Michael Ewing, Colin JevonsThe purpose of this study is to investigate reactions to the divine proportion (a ratio of 1: 1.618) in logo design across different cultures.
Cultural differences in brand designs and tagline appeals
Jong Woo Jun, Hyung‐Seok LeeThe objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan