Browsing Management & Marketing by Subject "Global branding"
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Can Arab-origin brands go global? An exploratory study
( Emerald Group Holdings Ltd. , 2022 , Article)Purpose: The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand valuation studies. Design/methodology/approach: ... -
Qatar Airways: building a global brand
( Emerald , 2020 , Article)Purpose In 2017, Qatar Airways was recognized as the world's number-one airline by SKYTRAX World Airline Awards. These international awards have been described as “the Oscars of the aviation industry,” reflecting global ...