The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.
Author(s): Carolina Sinning
Series: Handel und Internationales Marketing/Retailing and International Marketing
Publisher: Springer Gabler
Year: 2022
Language: English
Pages: 230
City: Wiesbaden
Foreword
Acknowledgements
Contents
Abbreviations
List of Figures
List of Tables
Part I Introduction
1 Focus and Relevance
2 Literature Review and Research Gaps
2.1 Overview
2.2 Literature on Perceived Brand Globalness
2.2.1 Similar Constructs to Perceived Brand Globalness
2.2.2 Perceived Brand Globalness
2.3 Literature on Endorsed Branding
2.3.1 Horizontal Image Transfer
2.3.2 Vertical Image Transfer
2.4 Literature on E-Commerce Firms’ Internationalization Processes
2.4.1 Internationalization Processes from a Traditional Manufacturing View
2.4.2 Internationalization Processes of Commerce Firms
2.5 General Research Objectives
3 Structure and Contribution of the Studies
3.1 Cross-National Differences in Perceived Brand Globalness Effects
3.2 Cross-National Differences in Endorsed Branding Effects
3.3 Effects of E-Commerce Firms’ Internationalization Processes
4 Further Remarks
Part II Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations
5 Introduction
6 Conceptual Framework
7 Hypothesis Development
8 Empirical Study
8.1 Sample
8.2 Measurement
8.3 Method
8.4 Results
9 Discussion and Implications
9.1 Overview
9.2 Theoretical Implications
9.3 Managerial Implications
10 Limitations and Further Research
Part III Study 2: Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective across Nations
11 Introduction
12 Conceptual Framework and Hypothesis
12.1 Definitions
12.2 Theory
12.3 Hypothesis Development
13 Empirical Study
13.1 Sample
13.2 Measurement
13.3 Method
13.4 Results
13.5 Alternative Models
14 Discussion
14.1 Overview
14.2 Theoretical Implications
14.3 Managerial Implications
15 Limitations and Further Research
Part IV Study 3: Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances
16 Introduction
17 Conceptual Framework and Hypothesis
17.1 Definitions
17.2 Theory
17.3 Hypothesis Development
18 Empirical Study
18.1 Sample
18.2 Measurement
18.3 Method
18.4 Results
18.5 Alternative Models
19 Discussion
19.1 Overview
19.2 Theoretical Implications
19.3 Managerial Implications
20 Limitations and Further Research
Part V Final Remarks
21 Discussion and Conclusions
21.1 Core Results
21.2 Theoretical Implications
21.3 Managerial Implications
22 Limitations and Further Research
References
