{"product_id":"global-branding-and-country-of-origin","title":"Global Branding and Country of Origin","description":"\u003cp\u003eCreativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. \u003c\/p\u003e\u003cp\u003eThis collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.\u003c\/p\u003e\u003cp\u003eThis book was originally published as a special issue of \u003ci\u003eJournal of Global Scholars Marketing Science\u003c\/i\u003e.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54257707909464,"sku":"9781138801615","price":78.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781138801615_213759c7-187a-45af-a42a-090d9cfa50eb.jpg?v=1770225332","url":"https:\/\/agendabookshop.com\/products\/global-branding-and-country-of-origin","provider":"Agenda Bookshop","version":"1.0","type":"link"}