How perceived brand globalness creates brand value

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

Research output: Contribution to journalArticleScientificpeer-review

537 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

Steenkamp, J. E. B. M., Batra, R., & Alden, D. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies (JIBS), 34(1), 53-65.