Institutional glocal branding strategies with a special focus on : emerging markets.
The purpose of this dissertation is to analyse the advantages for companies to use a glocal branding strategy for their well-established institutional brands. The theoretical analysis is based on David Aaker's models of branding and on articles, journals and books covering the internationalisat...
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| Format: | Thesis |
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2008
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| Online Access: | http://hdl.handle.net/10356/7564 |