Global brands: a brief review
Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Therefore, many multinational companies are altering their brand portfolios in favor of global br...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del Pacífico
2015-12-01
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| Series: | Journal of Business |
| Subjects: | |
| Online Access: | http://revistas.up.edu.pe/index.php/business/article/view/804 |