Cross-cultural factors in international branding

Rafael Castro and Patricio Sáiz

Business History, 2020, vol. 62, issue 1, 1-25

Abstract: This is the second special issue resulting from the symposium titled ‘The Brand and Its History’. This issue aims at deepening the knowledge of the historical and cultural roots of the origin, uses, and meanings of modern branding. This editorial summarises previous contributions from economic, marketing, and historical literature; presents the main findings of the seven articles included in this issue; and reflects on possible further research.

Date: 2020
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DOI: 10.1080/00076791.2019.1592157

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