articleJournal of International Business StudiesNov 28, 2002Closed access

How perceived brand globalness creates brand value

JEJan‐Benedict E.M. SteenkampRBRajeev BatraDLDana L. Alden

Tilburg University · University of Michigan–Ann Arbor · +3 more institutions

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1,022
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16.11
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100%
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56
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3

Topics & keywords

Topics
Keywords
  • Ethnocentrism
  • Prestige
  • Multinational corporation
  • Advertising
  • Marketing
  • Brand management
  • Business
  • Perceived quality
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