Sectorial Brands As a Legitimation Tool For Emerging Market Firm’S Internationalization: the Case of ‘Din Inimă’ Umbrella Brand in Moldova
We examine how sectorial brands facilitate legitimation of emerging market firms aiming to internationalise. Using a longitudinal case of ‘Din Inimă’, a sectorial fashion brand in Moldova, we identified three brand-mediated legitimation mechanisms: material (expanding international networks), rhetorical (selective framing to reposition understandings of Moldovan producers), and symbolic collectivity (community).
Zahra Sharifonnasabi and Mirela Barbu (2021) ,"Sectorial Brands As a Legitimation Tool For Emerging Market Firm’S Internationalization: the Case of ‘Din Inimă’ Umbrella Brand in Moldova", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 921-921.
Zahra Sharifonnasabi, Queen Mary University of London
Mirela Barbu, University of Sussex
NA - Advances in Consumer Research Volume 49 | 2021
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