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A shift in perspective? The role of emotional branding in shaping born globals’ performance
Kalanit Efrat,
Yoel Asseraf
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peer-review
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Keyphrases
Global Performance
100%
Born Global
100%
Born Global Firms
100%
Emotional Branding
100%
Firm Performance
50%
Brand Image
50%
Global Brands
33%
Israeli
16%
Distinct Roles
16%
Depth Interviews
16%
Risk Reduction
16%
Brand Strategy
16%
Survey-based
16%
Competitive Advantage
16%
Positive Influence
16%
International Expansion
16%
International Performance
16%
International Business
16%
Customer Trust
16%
Firm Manager
16%
Marketing Intelligence
16%
Customer Confidence
16%
Foreign Operations
16%
Firm Innovativeness
16%
Functional Branding
16%
Social Sciences
Firm Performance
100%
Brand Image
100%
In-Depth Interview
33%
Competitive Advantage
33%
International Business
33%
Marketing Intelligence
33%
Economics, Econometrics and Finance
Transnational Corporation
100%
Firm Performance
50%
Brand Image
50%
Marketing
33%
International Business
16%
Competitive Advantage
16%