Intl Mar Rev
Introduction
International Marketing Review, 40(1)
INTEREST CATEGORY: GLOBAL MARKETING
POSTING TYPE: TOCs
Special issue: Global Branding Management in a Rapidly Changing Environment
Guest editors: Cheng Lu Wang, Jiaxun He
Guest editorial: Global branding management in a rapidly changing environment
—Cheng Lu Wang, Jiaxun He []
The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection
—Jiaxun He, Jiaye Ge []
Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love
—Rohit Yadav, Justin Paul, Amit Mittal []
Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands
—Ruiyang Hong, Zhe Zhang, Chun Zhang, Zuohao Hu []
Gaining legitimacy and host market acceptance: a CRM analysis for foreign subsidiaries in China
—Kineta Hung, David K. Tse, Terri H. Chan []
Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures
—Zahra Shah, Hossein Olya, Lien Le Monkhouse []
The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market
—Le Dang Lang, Abhishek Behl, Francisco Guzmán, Vijay Pereira, Manlio Del Giudice []
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets
—Denni Arli, Narain Gupta, Deepak Sardana, Piyush Sharma []
The impact of dialectical thinking on androgynous brand equity across cultures: the moderating role of brand positioning
—Alberto Bravo Velázquez, Haiming Hang, Shengnan Ren []