Multicultural, not multinational: emerging branding strategies in culturally diverse societies

Eva Kipnis; A.J. Broderick; C. Demangeot

Multicultural, not multinational: emerging branding strategies in culturally diverse societies

Eva Kipnis, A.J. Broderick, C. Demangeot

School of Marketing and Management

Research output: Contribution to conference › Paper

36 Downloads (Pure)

Original language	English
Publication status	Published - 25 May 2011

Bibliographical note

This paper was presented at the 40th European Marketing Academy Conference, held May 24-27 2011, Ljubljana, Slovenia. Papers were published in CDROM format.

Keywords

cross-cultural
multi-cultural
branding

Access to Document

Multicultural not multinational

http://www2.ef.uni-lj.si/projekti/emac2011/program_academic_db_search.asp?aid=144

Cite this

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title = "Multicultural, not multinational: emerging branding strategies in culturally diverse societies",

keywords = "cross-cultural, multi-cultural, branding",

author = "Eva Kipnis and A.J. Broderick and C. Demangeot",

note = "This paper was presented at the 40th European Marketing Academy Conference, held May 24-27 2011, Ljubljana, Slovenia. Papers were published in CDROM format.",

year = "2011",

month = "5",

day = "25",

language = "English",

}

TY - CONF

T1 - Multicultural, not multinational: emerging branding strategies in culturally diverse societies

AU - Kipnis, Eva

AU - Broderick, A.J.

AU - Demangeot, C.

N1 - This paper was presented at the 40th European Marketing Academy Conference, held May 24-27 2011, Ljubljana, Slovenia. Papers were published in CDROM format.

PY - 2011/5/25

Y1 - 2011/5/25

KW - cross-cultural

KW - multi-cultural

KW - branding

M3 - Paper

ER -