Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China
| Year of publication: |
2002
|
|---|---|
| Authors: | Eckhardt, Giana M. ; Houston, Michael J. |
| Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 9155089. - Vol. 10.2002, 2, p. 68-82
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