Martin Heinberg

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

ORCID: 0000-0003-2850-1862

University of Leeds

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
• 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