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

doi:10.15358/0344-1369-2024-3-3

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

Abteilung Sportbetriebswirtschaftslehre

Technische Universität Dortmund

Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung › Begutachtung

Originalsprache	Englisch
Zeitschrift	Marketing ZFP-Journal of Research and Management
Jahrgang	46
Ausgabenummer	3
Seiten (von - bis)	3-18
Seitenumfang	16
DOIs	https://doi.org/10.15358/0344-1369-2024-3-3
Publikationsstatus	Veröffentlicht - 01.01.2024

Zugriff auf Dokument

10.15358/0344-1369-2024-3-3

Zitation

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

author = "Christian Wei{\ss}kopf and Axel Faix and Sebastian Uhrich",

year = "2024",

month = jan,

day = "1",

doi = "10.15358/0344-1369-2024-3-3",

language = "English",

volume = "46",

pages = "3--18",

journal = "Marketing ZFP-Journal of Research and Management",

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Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies. / Weißkopf, Christian; Faix, Axel; Uhrich, Sebastian.
in: Marketing ZFP-Journal of Research and Management, Jahrgang 46, Nr. 3, 01.01.2024, S. 3-18.

Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung › Begutachtung

TY - JOUR

T1 - Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies

AU - Weißkopf, Christian

AU - Faix, Axel

AU - Uhrich, Sebastian

PY - 2024/1/1

Y1 - 2024/1/1

U2 - 10.15358/0344-1369-2024-3-3

DO - 10.15358/0344-1369-2024-3-3

M3 - Journal articles

VL - 46

SP - 3

EP - 18

JO - Marketing ZFP-Journal of Research and Management

JF - Marketing ZFP-Journal of Research and Management

IS - 3

ER -