The Corporate Branding In International Operations

Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in...

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Detalles Bibliográficos
Publicado en:Revista Eletrônica de Negócios Internacionais (Internext)
Main Authors: Juliana Rodrigues, Bruno Mazzola, Mariana Bassi Sutter, Ney Nakazato Miyahira, Maria Tereza Leme Fleury
Formato: Artigo
Idioma:Inglês
Publicado: Escola Superior de Propaganda e Marketing 2017
Assuntos:
Administración y Contabilidad
Corporate brand
Brand architecture
Corporate branding
International business
International marketing
Acceso en liña:https://www.redalyc.org/articulo.oa?id=557561285001
https://www.redalyc.org/journal/5575/557561285001/
https://www.redalyc.org/journal/5575/557561285001/html/
https://www.redalyc.org/journal/5575/557561285001/557561285001.epub
https://www.redalyc.org/journal/5575/557561285001/movil
https://doi.org/10.18568/1980-4865.1211-15
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