# A shift in perspective? The role of emotional branding in shaping born globals’ performance

> Research article (International Business Review, 2019) · cited 35× · AI/ML

**Wikidata**: [openalex:W2963234153](https://www.wikidata.org/wiki/openalex:W2963234153)  
**Source**: https://4ort.xyz/entity/a-shift-in-perspective-the-role-of-emotional-branding-in-shaping-born-globals-performance