ABSTRACT

Creativity, 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.

This 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.

This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

chapter 1|4 pages

Creativity and passion between global branding and country of origin roots

品牌国际化和原产地间的创造力和热情

chapter 3|15 pages

Creative networks in Florence and Paris: empirical results on project networks

佛罗伦萨和巴黎的创意网络 : 目标网络的实证结果

chapter 4|15 pages

Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance

原产地效应和公司声誉的影响在B2B市场中具有高文化差距

chapter 5|13 pages

Does country of origin affect brand associations? The case of Italian brands in China

原产地能否影响品牌联想?以在中国的意大利品牌为例

chapter 6|13 pages

Managing favorable product–country match in international markets: The case of “Made in Gessi”

国际市场中管理有利的产品国家竞争:以 “Made in Gessi” 为例

chapter 8|13 pages

What's going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers

社交网站与社会化商务中发生了什么?:自我陶醉,印象管理与消费者网络口碑行为的定性研究