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

35 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

Cite this

Kipnis, E., Broderick, A. J., & Demangeot, C. (2011). Multicultural, not multinational: emerging branding strategies in culturally diverse societies.

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Access to Document

Multicultural not multinational

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