Perspective Chapter: A Systematic Review and Research Agenda on Standardization versus Adaptation of Brand Elements in International Markets

This paper aims to systematically review and critically examine marketing research on the standardization/adaptation of brand elements and explain its importance, given its increasing influence internationally. 46 journal articles indexed in Scopus and Web of Science databases examine with focus on...

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Detalles Bibliográficos

Autor principal:	Baran, Tamer
Formato:	Capítulo de libro
Lenguaje:	inglés
Publicado:	IntechOpen 2022
Materias:	Social Sciences and Humanities
Acceso en línea:	https://www.intechopen.com/chapters/81664
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