Vol. 15 No. 3 (2018): Volume:15 Issue:3

Articles

• Global Advertising Appeals: Rational vs. Emotional Strategies in International Markets

  Dr. Michael O. Reynolds (Author)

• Brand Authenticity in International Markets: Consumer Perceptions, Cultural Contexts, and Strategic Implications for Global Branding

  Rohan P. Mehta (Author)

• Employer Branding Across National Boundaries: Strategies, Challenges, and Strategic Integration in a Global Workforce

  Daniel J. Hoffman, Lucía Fernández García (Author)

• Co-Branding Strategies in Global Markets: Strategic Synergies, Challenges, and Performance Outcomes

  Dr. Ankit Sharma, Dr. Maria González (Author)

• Brand Communities in International Contexts: Structure, Culture, and Value Co-Creation in a Globalized Marketplace

  Laura M. Thompson, Hiroshi Tanaka (Author)