Brand meaning rigidity in China
Giana M. Eckhardt and Anders Bengtsson
| Year of publication: |
2015
|
|---|---|
| Authors: | Eckhardt, Giana M. ; Bengtsson, Anders |
| Published in: |
Journal of macromarketing : examining the interactions among markets, marketing, and society. - Thousand Oaks, Calif. : Sage, ISSN 0276-1467, ZDB-ID 784653-8. - Vol. 35.2015, 2, p. 218-228
|
| Subject: | brands | China | social construction | identity | brand meaning | macromarketing | Markenführung | Brand management | Marketingtheorie | Marketing theory | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011286475