How perceived brand globalness creates brand value

J.E.B.M. Steenkamp, R. Batra, D. Alden

Research output: Contribution to journalArticleScientificpeer-review

589 Citations (Scopus)
Original languageEnglish
Pages (from-to)53-65
Number of pages12
JournalJournal of International Business Studies (JIBS)
Volume34
Issue number1
Publication statusPublished - 2003

Cite this