Review paper
A shift in perspective? The role of emotional branding in shaping born globals’ performance
Abstract
Branding strategies have been at the core of marketing and strategy literatures for decades. Global brands are known for their positive influence in increasing customer trust and confidence, thus reducing the risks associated with foreign operations from the firms’ standpoint. These positive effects of global brands have led to research exploring brand image while emphasizing its relevance in positioning, gaining competitive advantage, and...
Paper Details
Title
A shift in perspective? The role of emotional branding in shaping born globals’ performance
Published Date
Dec 1, 2019
Volume
28
Issue
6
Pages
101589 - 101589
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