International Marketing Review: Volume 33 Issue 2

The impact of brand gender on brand equity: Findings from a large-scale cross-cultural study in ten countries

Theo Lieven, Christian Hildebrand

– The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains.

The antecedents of relational capital in key exporter-importer relationships: An institutional perspective

Dario Miocevic

During their process of going international, small and medium-sized manufacturing firms seek to establish long-term relationships with key importers in order to minimize the risks…

Problem-solving dissension and international entry mode performance

Junzhe Ji, Pavlos Dimitratos, Qingan Huang

The purpose of this paper is to examine international decision making, information processing, and related performance implications. The authors aim to explore the relationship…

CEO characteristics and SME foreign market entry mode choice: The moderating effect of firm’s geographic experience and host-country political risk

Katharina Laufs, Michael Bembom, Christian Schwens

Using arguments from the upper echelons perspective this paper aims to examine the impact of CEO characteristics on small and medium-sized enterprises’ (SMEs’) equity foreign…

Network gatekeeping in SME exporters’ market entry in China

Hongzhi Gao, Monica Ren, Jing Zhang, Ruoyi Sun

Small and medium-sized exporters (SMEs) are driven to develop a network entry strategy to tap into a new foreign market. The purpose of this paper is to draw on the network…

The impact of repeated ad exposure on spillover from low fit extensions to a global brand

Vicki R. Lane, Fernando Fastoso

Previous research warns against low-fit extensions as prone to causing negative spillover and, through it, harming the parent brand equity. Using the theory of schema-triggered…