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How perceived brand globalness creates brand value

20021,020 citationsJournal Article

Authors

Jan‐Benedict E.M. Steenkamp · Tilburg University

Rajeev Batra · University of Michigan–Ann Arbor

Dana L. Alden · University of Hawaii System

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Marketing and Advertising Strategies

Publication Details

Published in: Journal of International Business Studies

Volume 34, Issue 1, pp. 53-65

DOI: 10.1057/palgrave.jibs.8400002

Field-Weighted Citation Impact: 15.93

How perceived brand globalness creates brand value | Researchclopedia