Creativity and passion between global branding and country of origin roots
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This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace 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.
Abstract
This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace 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.
참고문헌 (5)
- Elena Cedrola, "Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.394~408 (2013), 한국마케팅과학회[DOI]
- Francesca Checchinato, "Does country of origin affect brand associations? The case of Italian brands in China", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.409~421 (2013), 한국마케팅과학회[DOI]
- Raffaele Donvito, "Creative networks in Florence and Paris: empirical results on project networks", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.379~393 (2013), 한국마케팅과학회[DOI]
- Bruno Godey, "Modeling links between the decision-making process and luxury brand attachment: An international comparison", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.361~378 (2013), 한국마케팅과학회[DOI]
- Michela Matarazzo, "Managing favorable product – country match in international markets: The case of “Made in Gessi”", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.422~434 (2013), 한국마케팅과학회[DOI]