International Strategic Management of Brands and Online Firms : Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization

The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree Foreword Acknowledgements Contents Abbreviations List of Figures List of Tables Part I Introduction 1 Focus and Relevance 2 Literature Review and Research Gaps 2.1 Overview 2.2 Literature on Perceived Brand Globalness 2.2.1 Similar Constructs to Perceived Brand Globalness 2.2.2 Perceived Brand Globalness 2.3 Literature on Endorsed Branding 2.3.1 Horizontal Image Transfer 2.3.2 Vertical Image Transfer 2.4 Literature on E-Commerce Firms’ Internationalization Processes 2.4.1 Internationalization Processes from a Traditional Manufacturing View 2.4.2 Internationalization Processes of Commerce Firms 2.5 General Research Objectives 3 Structure and Contribution of the Studies 3.1 Cross-National Differences in Perceived Brand Globalness Effects 3.2 Cross-National Differences in Endorsed Branding Effects 3.3 Effects of E-Commerce Firms’ Internationalization Processes 4 Further Remarks Part II Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations 5 Introduction 6 Conceptual Framework 7 Hypothesis Development 8 Empirical Study 8.1 Sample 8.2 Measurement 8.3 Method 8.4 Results 9 Discussion and Implications 9.1 Overview 9.2 Theoretical Implications 9.3 Managerial Implications 10 Limitations and Further Research Part III Study 2: Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective across Nations 11 Introduction 12 Conceptual Framework and Hypothesis 12.1 Definitions 12.2 Theory 12.3 Hypothesis Development 13 Empirical Study 13.1 Sample 13.2 Measurement 13.3 Method 13.4 Results 13.5 Alternative Models 14 Discussion 14.1 Overview 14.2 Theoretical Implications 14.3 Managerial Implications 15 Limitations and Further Research Part IV Study 3: Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances 16 Introduction 17 Conceptual Framework and Hypothesis 17.1 Definitions 17.2 Theory 17.3 Hypothesis Development 18 Empirical Study 18.1 Sample 18.2 Measurement 18.3 Method 18.4 Results 18.5 Alternative Models 19 Discussion 19.1 Overview 19.2 Theoretical Implications 19.3 Managerial Implications 20 Limitations and Further Research Part V Final Remarks 21 Discussion and Conclusions 21.1 Core Results 21.2 Theoretical Implications 21.3 Managerial Implications 22 Limitations and Further Research References