Corporate branding versus product branding in emerging markets: A conceptual framework

Henry Yu Xie; David J. Boggs

doi:10.1108/02634500610672099

Corporate branding versus product branding in emerging markets: A conceptual framework

College of Charleston

Research output: Contribution to journal › Review article › peer-review

Original language	English
Pages (from-to)	347-364
Number of pages	18
Journal	Marketing Intelligence and Planning
Volume	24
Issue number	4
DOIs	https://doi.org/10.1108/02634500610672099
State	Published - 2006

ASJC Scopus Subject Areas

Marketing

Keywords

Corporate branding
Emerging markets
Market entry
Multinational firms

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10.1108/02634500610672099

Cite this

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title = "Corporate branding versus product branding in emerging markets: A conceptual framework",

keywords = "Corporate branding, Emerging markets, Market entry, Multinational firms",

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pages = "347--364",

journal = "Marketing Intelligence and Planning",

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AU - Boggs, David J.

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KW - Emerging markets

KW - Market entry

KW - Multinational firms

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EP - 364

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

IS - 4

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Corporate branding versus product branding in emerging markets: A conceptual framework

ASJC Scopus Subject Areas

Keywords

Access to Document

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