Revisiting the golden arches in China : the Chinese discourse on McDonald’s between 1978 and 2012
Year of publication: |
2013
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Authors: | Gao, Zhihong |
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. 33.2013, 4, p. 288-305
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Subject: | China | McDonald’s | agency | structure | brand meaning | discourse analysis | macromarketing | Diskurstheorie | Discourse theory | Markenführung | Brand management | Schnellgastronomie | Fast-food industry |
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