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Global Branding and Country of Origin true
By:Gaetano Aiello,Raffaele Donvito
Published on 2016-04-14 by Routledge


Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

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Book ID of Global Branding and Country of Origin's Books is KJX7CwAAQBAJ, Book which was written byGaetano Aiello,Raffaele Donvitohave ETAG "lWuWw+HEqIM"

Book which was published by Routledge since 2016-04-14 have ISBNs, ISBN 13 Code is 9781317625179 and ISBN 10 Code is 131762517X

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