Global Branding is a strategic marketing approach that establishes and maintains a unified brand identity across diverse international markets, distinguished by its emphasis on consistency, scalability, and cultural adaptability in contrast to region-specific or local branding strategies.
1.3K
Publications
89.9K
Citations
2.2K
Authors
1.1K
Institutions
Publications per year
2017–2026
356
Publications
1.3K
Global marketing and advertising: understanding cultural paradoxes
Choice Reviews Online · 2005 · 823 citations
1–5 of 1.3K
Authors
2.2K
- AD
17
h-index
- JEJan‐Benedict E.M. Steenkamp
University of North Carolina at Chapel Hill, United States
10 publications · 3.5K citations
10
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- VD
8
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- DL
8
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- RB
8
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1–5 of 2.2K
Institutions
1.1K
University of Vienna
Vienna, Austria
18 h-index
38 publications
3.4K citations
The University of Texas at Austin
Austin, United States
13 h-index
14 publications
1.3K citations
University of Leeds
Leeds, United Kingdom
13 h-index
14 publications
864 citations
Michigan State University
East Lansing, United States
12 h-index
13 publications
1K citations
The University of Queensland
Brisbane, Australia
11 h-index
14 publications
963 citations
University of Florida
Gainesville, United States
11 h-index
21 publications
618 citations
Vienna University of Economics and Business
Vienna, Austria
11 h-index
15 publications
1.1K citations
University of Otago
Dunedin, New Zealand
10 h-index
16 publications
550 citations
1–8 of 1.1K
Venues
- Journal of International Marketing
61 publications · 7.5K citations
45
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- International Marketing Review
79 publications · 5.9K citations
43
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- Journal of Product & Brand Management
38 publications · 2.7K citations
26
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- Journal of Business Research
JBR · 35 publications · 3K citations
25
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- Journal of Brand Management
38 publications · 3.3K citations
24
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