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2022 | OriginalPaper | Chapter

14. Discussion

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Abstract

This study contributes to our understanding of whether and how MNCs can benefit from an endorsed branding strategy of global brands across nations (contributing to respective calls, e.g., Brexendorf and Keller 2017; Samiee 2019). Furthermore, we enhance the literature by analyzing the effects of endorsed branding depending on important boundary conditions: the degree of country development and national culture (Gürhan-Canli, Sarial-Abi and Hayran 2018). Next, we carefully provide theoretical and managerial implications.
Metadata
Title
Discussion
Author
Carolina Sinning
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-658-38050-2_14