Markus Taube

3 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0003-1202-2023

Mercator School of Management, Institute of East Asian Studies, University of Duisburg-Essen, Forsthausweg 2, Building LE-Room 705, 47057, Duisburg, Germany; Department of Economics, Nankai University, Tianjin, China

Publications

• How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets — Journal of the Academy of Marketing Science 2020
• The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting — Journal of International Business Studies 2017 (name-matched, not ORCID-linked)
• A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies? — Journal of the Academy of Marketing Science 2016