Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies - Beck eLibrary

Marketing ZFP / Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies

Marketing ZFP / Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial 2–2
- 3–18 Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies Christian Weisskopf, Axel Faix, Sebastian Uhrich Christian Weisskopf, Axel Faix, Sebastian Uhrich 3–18
- 19–32 Ethical Marketing and LivingWages: Competing Logics in the Fashion Industry Robin Bankel, Sandya Lang, Cecilia Solér Robin Bankel, Sandya Lang, Cecilia Solér 19–32
- 33–54 Celebrities as Product Endorsers in a National and International Context Patrycja Świętek, Wolfgang Mayerhofer, Udo Wagner Patrycja Świętek, Wolfgang Mayerhofer, Udo Wagner 33–54
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Marketing ZFP , page 3 - 18

Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies

Autoren

Christian Weisskopf Axel Faix Sebastian Uhrich

DOI
- doi.org/10.15358/0344-1369-2024-3-3
- ISSN: 0344-1369
- ISSN online: 0344-1369
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