The impact of brand transposition strategies and firm type on consumer ratings of brand : an analytical study of cosmetic brands
Year of publication: |
2021
|
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Authors: | Zhu, Ying ; Zhang, Alice ; He, Jiaxun ; Wang, Yong Jian |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 34.2021, 1, p. 56-72
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Subject: | Brand name | brand strategy | cosmetic brand | firm type | logographic language | phonetic language | translation | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Sprache | Language | Kosmetik | Cosmetics |
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