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Brand Management: a Key to Success in international markets Country of Origin: Croatia (CROSBI ID 340163)

Ocjenski rad | magistarski rad (mr. sc. i mr. art.)

First, Ivana Brand Management: a Key to Success in international markets Country of Origin: Croatia / Tomczak, Torsten (mentor); St. Gallen, . 2004

Podaci o odgovornosti

First, Ivana

Tomczak, Torsten

engleski

Brand Management: a Key to Success in international markets Country of Origin: Croatia

Brands originating from small economies need to participate in international markets to maximise their potential. In those markets where some other brands enjoy the ethnocentric behaviour of their buyers, the appropriate brand management is crucial for the success. One aspect of brand management is country-of-origin (COO) emphasis. Four possible fits between country and branded product were identified as factors influencing the decision on COO emphasis. It was found that the real COO emphasis is influenced by personality fit and essence fit for strong brands, and only essence fit for the weak brands. Finally, the brands that "behave" according to the proposed empirical model are more successful internationally, than other brands.

Country-of-origin; Fit; Brand Management; Personality; Essence; International Markets

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Podaci o izdanju

68

09.07.2004.

obranjeno

Podaci o ustanovi koja je dodijelila akademski stupanj

St. Gallen

Povezanost rada

Ekonomija