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

Morteza Khojastehpour, Raechel JOHNS

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


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)512-525
Number of pages14
JournalJournal of Strategic Marketing
Issue number6
Publication statusPublished - 19 Sept 2015


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