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Handbook of Research in International Marketing

Edited by Subhash C. Jain

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.
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Chapter 13: Dynamics of International Brand Architecture: Overview and Directions for Future Research

Susan P. Douglas and C. Samuel Craig

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13. Dynamics of international brand architecture: overview and directions for future research Susan P. Douglas and C. Samuel Craig INTRODUCTION Branding is a key element of a firm’s marketing strategy. Strong brands help establish the firm’s identit...

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