The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting

Heinberg, M orcid.org/0000-0003-2850-1862, Ozkaya, HE and Taube, M (2017) The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting. Journal of International Business Studies, 48 (8). pp. 1009-1022. ISSN 0047-2506

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Authors/Creators:
Copyright, Publisher and Additional Information: © Academy of International Business 2017. This is a post-peer-review, pre-copyedit version of an article published in Journal of International Business Studies . The definitive publisher-authenticated version: Heinberg, M , Ozkaya, HE and Taube, M (2017) The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting. Journal of International Business Studies is available online at: https://doi.org/10.1057/s41267-017-0071-2
Keywords: Advertising, Branding and Brand Management, Emerging Markets, Global Brands, Local Iconic Brands
Dates:
  • Accepted: 13 February 2017
  • Published (online): 31 March 2017
  • Published: October 2017
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Depositing User: Symplectic Publications
Date Deposited: 17 Feb 2017 11:47
Last Modified: 31 Mar 2018 00:38
Published Version: https://doi.org/10.1057/s41267-017-0071-2
Status: Published
Publisher: Palgrave Macmillan
Identification Number: https://doi.org/10.1057/s41267-017-0071-2

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