Martin Heinberg
Martin Heinberg
Associate Professor of Marketing, Leeds University Business School
Verified email at - Homepage
Cited by
Cited by
Do corporate image and reputation drive brand equity in India and China?-Similarities and differences
M Heinberg, HE Ozkaya, M Taube
Journal of Business Research 86, 259-268, 2018
How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets
M Heinberg, CS Katsikeas, HE Ozkaya, M Taube
Journal of the Academy of Marketing Science, 1-22, 2019
A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?
M Heinberg, HE Ozkaya, M Taube
Journal of the Academy of Marketing Science 44, 586-607, 2016
The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting
M Heinberg, HE Ozkaya, M Taube
Journal of International Business Studies 48, 1009-1022, 2017
Outbreaks of animosity against the West in China: effects on local brand consumption
M Heinberg
International Marketing Review 34 (4), 514-535, 2017
Enhancing consumer attitude toward culturally mixed symbolic products from foreign global brands in an emerging-market setting: the role of cultural respect
X Guo, M Heinberg, S Zou
Journal of International Marketing 27 (3), 79-97, 2019
A bad job of doing good: Does corporate transparency on a country and company level moderate corporate social responsibility effectiveness?
M Heinberg, Y Liu, X Huang, AB Eisingerich
Journal of International Marketing 29 (2), 45-61, 2021
Building a competitive advantage based on transparency: when and why does transparency matter for corporate social responsibility?
Y Liu, M Heinberg, X Huang, AB Eisingerich
Business Horizons 66 (4), 517-527, 2023
The effect chain from corporate reputation to consumer brand equity formation
M Heinberg, HE Ozkaya, M Taube
ACR North American Advances, 2013
Analysis of Chinese Consumer Behavior: Value Propositions and Perceptions Determining Purchasing Decisions of Foreign and Local Consumer Goods Brands
M Heinberg
Universitšt Duisburg-Essen, 2016
Challenges and Chances for International Portfolio Acquisition Brands (IPA Brands) in Developing Countries
M Heinberg, M Taube
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same†…, 2015
Differences in the Effects of Marketing Mix Elements For Local and Foreign Brands
M Heinberg, M Taube
ACR Asia-Pacific Advances, 2011
The system can't perform the operation now. Try again later.
Articles 1–12