Issues

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
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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
View articletitled, The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection
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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
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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
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Gaining legitimacy and host market acceptance: a CRM analysis for foreign subsidiaries in China

Kineta Hung; David K. Tse; Terri H. Chan
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Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

Zahra Shah; Hossein Olya; Lien Le Monkhouse
View articletitled, Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures
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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
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Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets

Denni Arli; Narain Gupta; Deepak Sardana; Piyush Sharma
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The impact of dialectical thinking on androgynous brand equity across cultures: the moderating role of brand positioning

Alberto Bravo Velázquez; Haiming Hang; Shengnan Ren
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