The role of MNC's subsidiaries in creating multinational corporate brand

Morteza Khojastehpour, Raechel JOHNS

    Research output: Contribution to journalArticlepeer-review

    3 Citations (Scopus)

    Abstract

    Because of the varying cultural climate in a multinational context, a serious practical problem for management is the lack of a widely agreed framework that can help to define a corporate brand for multinational corporations (MNCs). This is important because the branding of a MNC has several implications and therefore, for newly created multinational corporate brands (MCBs), it is necessary to deal with a series of dichotomies and challenges. MCBs have the potential advantage of alleviating the effect of local customers' ethnocentric tendency in purchasing this brand. However, empirical research in this area is rare. This paper proposes the concept of domestic corporate brands and MCBs and identifies three success factors associated with creating MCBs. This study is one of the first to highlight the concept of s and to identify the success factors that make managing this type of branding.
    Original languageEnglish
    Pages (from-to)1-14
    Number of pages14
    JournalJournal of Strategic Marketing
    Volume23
    Issue number1
    DOIs
    Publication statusPublished - 2015

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