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Analyzing the Importance of Endorsed Branding of Global Corporate and Global Product Brands Across Nations

机译：分析全球企业和全球产品品牌的认可品牌的重要性

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MNCs like Unilever or Henkel increasingly move their corporate or product brand dominant branding strategies toward an endorsed branding across nations to benefit from an image transfer across nations(Brexendorf and Keller 2017).Scholars have often analyzed endorsed branding,mostly links of corporate associations and product judgements(e.g.,Brown and Dacin 1997;Voss and Mohan 2016),less often the effects of corporate and product images on consumer behavior(e.g.,Bian and Moutinho 2011;Voss and Mohan 2016).Few scholars have analyzed endorsed branding internationally.Country comparisons indicate endorsed branding being affected by national culture(Souiden,Kassim,and Hong 2006;Jakubanecs and Supphellen 2012)and country development(e.g.,Heinberg,Ozkaya,and Taube 2018;Hsieh,Pan,and Setiono 2004).Scholars call for analysis across nations to ensure generalizable results(e.g.,Halkias,Davvetas,and Diamantopoulos 2016).Based on schema theory,we aim to address this research gaps and advance our knowledge on global endorsed branding strategies by analyzing whether and how MNCs can benefit from an indirect or direct image transfer of global corporate and product brands across nations.Moreover,we ask whether and how national culture and degree of country development change these effects.
机译：Unilever或Henkel等跨国公司越来越多地将其企业或产品品牌主导品牌战略转移到跨国公司的认可品牌，从各国跨国公司（Brexendorf和Keller 2017）中受益.Scholars经常分析认可品牌，主要是企业协会和产品的联系判断（例如，棕色和Dacin 1997; voss和mohan 2016），较少往往的企业和产品图像对消费者行为的影响（例如，Bian和Moutinho 2011; Voss和Mohan 2016）.Few学者们已经分析了国际上的赞同品牌.Country比较表明，受国家文化影响的认可品牌（Souiden，Kassim和Hong 2006; Jakubanecs和SupPhellen 2012）和国家发展（例如，Heinberg，Ozkaya和Taube 2018; Hsieh，Pan和Setiono 2004）.Scholars要求分析跨国公司确保概括的结果（例如，Halkias，Davvetas和Diamantopoulos 2016）。基于模式理论，我们的目标是解决这一研究差距并推进了我们的kn通过分析跨国公司是否可以从全球企业和产品品牌的间接或直接图像转移中受益于全球批准的品牌策略.OROOVER，我们询问国家文化和国家发展程度如何改变这些影响。

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