“Made in China” and Chinese Brand Management Across Cultures: A New Matrix Approach
Sign Up to like & getrecommendations! Published in 2020 at "Journal of International Consumer Marketing"
DOI: 10.1080/08961530.2020.1731900
Abstract: Abstract This study proposes a matrix that classifies and compares key forms of intercultural branding and brand communication among Chinese companies, focusing on Chinese brands that have developed in competition with foreign suppliers and have… read more here.
Keywords: china chinese; brand management; brand communication; made china ... See more keywords