Martin Heinberg

Do corporate image and reputation drive brand equity in India and China? - Similarities and differences

Martin Heinberg, H. Erkan Ozkaya, Markus Taube · Journal of Business Research · 2017 · 149 citations

Ownership Structure, Brand Equity, Firm Performance +10

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

Martin Heinberg, Constantine S. Katsikeas, H. Erkan Ozkaya et al. · Journal of the Academy of Marketing Science · 2019 · 83 citations · Full text

International Marketing, Brand Strategy, Consumer Research +18

Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect

Xiaoling Guo, Martin Heinberg, Shaoming Zou · Journal of International Marketing · 2019 · 47 citations

Cross-cultural Marketing, International Marketing, Consumer Research +24

Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?

Yeyi Liu, Martin Heinberg, Xuan Huang et al. · Business Horizons · 2022 · 46 citations · Full text

A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

Martin Heinberg, H. Erkan Ozkaya, Markus Taube · Journal of the Academy of Marketing Science · 2015 · 45 citations

International Business Strategy, Local Brand, International Business +13