Global Branding and Country of Origin

<p>Creativity Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment business and customers are increasingly developing multi-faceted relationships nurtured by global drivers such as international brands but also by embedded elements such the impact of specific geographical networks on creativity. As a result the impact of Country of Origin on branding is once again a key topic in the global management field. </p><p>This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.</p><p>This book was originally published as a special issue of <i>Journal of Global Scholars Marketing Science</i>.</p>