Perceived globalness and localness in B2B brands: A co-branding perspective

Mohan, Mayoor; Brown, Brian P.; Sichtmann, Christina; Schoefer, Klaus (2018). Perceived globalness and localness in B2B brands: A co-branding perspective Industrial Marketing Management, 72, pp. 59-70. Elsevier 10.1016/j.indmarman.2018.03.014

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Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Institute for Applied Data Science & Finance Business School > Institute for Applied Data Science & Finance > Applied Data Science
Name:	Mohan, Mayoor; Brown, Brian P.; Sichtmann, Christina0000-0001-6101-9467 and Schoefer, Klaus
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ISSN:	00198501
Publisher:	Elsevier
Language:	English
Submitter:	Christina Sichtmann
Date Deposited:	04 Jan 2022 11:00
Last Modified:	04 Jan 2022 11:00
Publisher DOI:	10.1016/j.indmarman.2018.03.014
ARBOR DOI:	10.24451/arbor.15915
URI:	https://arbor.bfh.ch/id/eprint/15915