M. Janakiraman

Indian Institute of Management (IIM), Lucknow

Prabandh Nagar

off Sitapur Road

Lucknow, Uttar Pradesh 226013

India

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Cross-National Logo Evaluation Analysis: An Individual Level Approach

ERIM Report Series Reference No. ERS-2008-055-MKT
Number of pages: 59 Posted: 10 Sep 2008
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Washington State University - Department of Marketing, University of Iowa - Henry B. Tippie College of Business, National University of Singapore (NUS) - NUS Business School, Erasmus Research Institute of Management (ERIM), affiliation not provided to SSRN, affiliation not provided to SSRN, Cardiff University - Cardiff Business School, Cardiff University - Cardiff Business School, Indiana University - Kelley School of Business - Department of Marketing, Indian Institute of Management (IIM), Lucknow, Curtin University - School of Marketing and affiliation not provided to SSRN
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Abstract:

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design, logos, international marketing, standardization, adaptation, structural equation models, Gibbs sampling, concomitant variable, Bayesian, mixture models