A cultural approach to brand equity: the role of brand mianzi and brand popularity in China
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DOI: 10.1057/s41262-018-0137-x
Abstract: International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in… read more here.
Keywords: brand; brand mianzi; brand equity; brand popularity ... See more keywords