Creativity and passion between global branding and country of origin roots

Gaetano Aiello, Raffaele Donvito and Tiziano Vescovi

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 4, 357-360

Abstract: This special issue of the Journal of Global Scholars of Marketing Science, "Creativity and Passion between Global Branding and Country of Origin Roots", includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace brand-consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business-to-business markets, and creativity at the territorial level from a network perspective.

Date: 2013
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DOI: 10.1080/21639159.2013.826478

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