Edited by Subhash C. Jain
Chapter 13: Dynamics of International Brand Architecture: Overview and Directions for Future Research
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...
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.