Business History, Volume 62, Issue 1 (2020)

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Business History, Volume 62, Issue 1 (2020)

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The Brand and its History, Part II: Branding, Culture, and National Identity

Introduction

Introduction
Cross-cultural factors in international branding
Rafael Castro & Patricio Sáiz
Pages: 1-25
Published online: 28 Nov 2019
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Articles

Article
The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880–2010
Pierre-Yves Donzé
Pages: 26-41
Published online: 01 Mar 2017
AbstractforThe transformation of global luxury brands: The case of the Swiss watch company Longines, 1880–2010 | Full Text | References | PDF (1.1 MB) | EPUB
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Article
Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s‒1990s)
Elisabetta Merlo & Mario Perugini
Pages: 42-69
Published online: 01 Jun 2017
AbstractforMaking Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s‒1990s) | Full Text | References | PDF (2.4 MB) | EPUB
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Article
Brand image, cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain, c. 1920–1938
Felicity Barnes & David M. Higgins
Pages: 70-97
Published online: 04 Jul 2017
AbstractforBrand image, cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain, c. 1920–1938 | Full Text | References | PDF (2.2 MB) | EPUB
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Article
The expansion of branding in international marketing: The case of olive oil, 1870s–1930s
Ramon Ramon-Muñoz
Pages: 98-122
Published online: 07 Jul 2017
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Article
The making of Labatt ‘Blue’: The quest for a national lager brand, 1959–1971
Matthew J. Bellamy
Pages: 123-150
Published online: 10 Apr 2017
AbstractforThe making of Labatt ‘Blue’: The quest for a national lager brand, 1959–1971 | Full Text | References | PDF (2.8 MB) | EPUB
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Article
The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence’s fashion shows (1951–1965)
Valeria Pinchera & Diego Rinallo
Pages: 151-178
Published online: 11 Jun 2017
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Article
Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s–1980s
Brigita Tranavičiūtė
Pages: 179-195
Published online: 11 Oct 2017
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