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Erschienen in:
2022 | OriginalPaper | Buchkapitel
11. Introduction
verfasst von : Carolina Sinning
Erschienen in: International Strategic Management of Brands and Online Firms
Verlag: Springer Fachmedien Wiesbaden
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Abstract
MNCs applying an endorsed branding strategy, i.e., the use of a distinct global corporate brand as a visual endorsement of global product brands, can experience demand benefits. Whether these benefits hold across nations remains unknown. Therefore, this study examines the direct effect of global corporate brand image, i.e., the endorser itself, and the indirect effect through global product brand image, i.e., the endorsed product brand, on product purchase intention across nations. We study the degree of country development and national culture as important national context factors.