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- W2083468075 abstract "Because of the varying cultural climate in a multinational context, a serious practical problem for management is the lack of a widely agreed framework that can help to define a corporate brand for multinational corporations (MNCs). This is important because the branding of a MNC has several implications and therefore, for newly created multinational corporate brands (MCBs), it is necessary to deal with a series of dichotomies and challenges. MCBs have the potential advantage of alleviating the effect of local customers' ethnocentric tendency in purchasing this brand. However, empirical research in this area is rare. This paper proposes the concept of domestic corporate brands and MCBs and identifies three success factors associated with creating MCBs. This study is one of the first to highlight the concept of s and to identify the success factors that make managing this type of branding." @default.
- W2083468075 created "2016-06-24" @default.
- W2083468075 creator A5002763209 @default.
- W2083468075 creator A5090494503 @default.
- W2083468075 date "2015-01-21" @default.
- W2083468075 modified "2023-09-25" @default.
- W2083468075 title "The role of MNC's subsidiaries in creating multinational corporate brand" @default.
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- W2083468075 doi "https://doi.org/10.1080/0965254x.2014.1001861" @default.
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