Jaw, Yi‐Long; Wang, Ru‐Yu; Ying‐Yu Hsu, Carol - In: Asia Pacific Journal of Marketing and Logistics 23 (2011) 5, pp. 641-666
Purpose – Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which...