Academic articles.
Check my research articles, reflecting my work on global branding, institutional challenges, and innovation. The articles explore how brands and organizations deal with complex environments.
2025
Our SLR inductively builds a framework of brand activism in the permacrisis that integrated themes across micro, meso and macro crises. Additionally, we highlight the interplay between necessity and opportunism in BA within the permacrisis context, offering new insights into its operations and mechanisms.
2024
My doctoral thesis investigates how companies legitimize new brands and products in international markets.
2024
This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.
2024
The purpose of this research is, first, to analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in the field and suggest future research.
2023
This review essay suggests that this TV series could serve as a starting point for considering how issues of bias, cultural shifts, and commercial pressures play out in a university setting, and encourages further exploration and discussion of these important topics.
2022
The overall research purpose in this licentiate thesis is to describe and understand how the international branding and rebranding process is developed in the life science industry. In this thesis, two studies were made to achieve this purpose. One literature review to explore the current literature of the field and one empirical study using a single case study method.