Branding cultural products in international markets : a study of Hollywood movies in China
Weihe Gao, Li Ji, Yong Liu, and Qi Sun
| Year of publication: |
2020
|
|---|---|
| Authors: | Gao, Weihe ; Ji, Li ; Liu, Yong ; Sun, Qi |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 84.2020, 3, p. 86-105
|
| Subject: | branding | cultural product | emerging market | international marketing | movie | Filmwirtschaft | Film industry | Internationales Marketing | International marketing | Markenführung | Brand management | China | Markenimage | Brand image | Kultursektor | Cultural sector |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242920912704 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012214920