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Vol. 1 No. 1 (2013): Transnational Marketing Journal
Vol. 1 No. 1 (2013): Transnational Marketing Journal
Published:
2014-01-02
Editorial
Editorial: Transnational Marketing
Ibrahim Sirkeci
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Articles
The role of (foreign?) culture on consumer buying behaviour: What changes when living abroad?
Jessica Lichy, Kevin Pon
5-21
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Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin
Nathalia C. Tjandra, Maktoba Omar, Robert L. Williams, Jr., John Ensor
22–40
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Effect of colour and relative product size (RPS) on consumer attitudes
Varsha Jain, Subhadip Roy, Advita Pant
41–58
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CASE STUDY Utilizing the VFBOP model for entry into emerging markets: Grameen Danone Foods
Robert L. Williams, Jr., Maktoba Omar
59–71
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CASE STUDY The new territorial orientation of a transnational company: Italian pasta
Silvia Dessì, Federica Caboni, Ernestina Giudici
72–83
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