search query: @author Boddewyn, J. J. / total: 14
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| Author: | Rosen, B. N. Boddewyn, J. J. Louis, E. A. |
| Title: | US brands abroad: an empirical study of global branding. |
| Journal: | International Marketing Review
1989 : VOL. 6:1, p. 7-19 |
| Index terms: | BRANDS INTERNATIONAL MARKETING USA |
| Language: | eng |
| Abstract: | Survey of brand penetration and standardisation, involving US brand managers of consumer products, overseas sales, global marketing and international standardisation of brand names. Origins of brand standardisation and previous studies. Research questions and hypotheses. Methodology: sample, instrument and pretest. Main study and results. Number of markets. Largest foreign markets. Completely standardised brands. International brand diffusion. Market selection and future research. Five Tables illustrate the study. |
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