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Brand new China : advertising, media, and commercial culture
Wang, Jing - 2008
Persistent link: https://www.econbiz.de/10003489546
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Brand New China : Advertising, Media, and Commercial Culture
Wang, Jing - 2008
One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique …
Persistent link: https://www.econbiz.de/10014488069
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Brand New China : Advertising, Media, and Commercial Culture
Wang, Jing - 2009 - Online-Ausg.
Intro -- Contents -- Preface -- Introduction: Framing Chinese Advertising -- 1 Local Content -- 2 Positioning the New Modern Girl -- 3 The Synergy Buzz and JV Brands -- 4 Storytelling and Corporate Branding -- 5 Bourgeois Bohemians in China? -- 6 Hello Moto: Youth Culture and Music Marketing --...
Persistent link: https://www.econbiz.de/10012685797
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Global Brand Management : Eine konzeptionell-empirische Analyse von Automobil-Markenimages in Brasilien, China, Deutschland, Russland und den USA
Stolle, Wulf - 2013
Markenimage -- Automarken -- Kultur -- Moderierende Effekte -- Partial Least Squares -- Empirische Erhebung in … Konsequenzen sich aus der Marktheterogenität für die Wahrnehmung und Beurteilung und damit für das Markenimage von Automarken …
Persistent link: https://www.econbiz.de/10014016725
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Global Brand Management : eine konzeptionell-empirische Analyse von Automobil-Markenimages in Brasilien, China, Deutschland, Russland und den USA
Stolle, Wulf - 2013
Konsequenzen sich aus der Marktheterogenität für die Wahrnehmung und Beurteilung und damit für das Markenimage von Automarken …
Persistent link: https://www.econbiz.de/10010442748
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The effects of product fit and brand fit on memory retention for brand alliances : when less is more : evidence from Chinese firms
Norman, Andrew T. - In: International journal of management and marketing … 9 (2016) 1, pp. 13-28
Persistent link: https://www.econbiz.de/10011551967
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The challenge of publishing research about a never-ending subject for marketing scholars : the country of origin
Checchinato, Francesca; Disegna, Marta; Vescovi, Tiziano - In: Journal of global scholars of marketing science : … 28 (2018) 2, pp. 160-165
Persistent link: https://www.econbiz.de/10011891430
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The development of Chinese brands for the global market
He, Ping; Omar, Ogenyi - In: The journal of retail marketing management research : JRMMR 2 (2009/10) 1, pp. 1-14
Persistent link: https://www.econbiz.de/10003838084
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China branding : oportunities and challenges
Roll, Martin - In: Business strategy series 9 (2008) 5, pp. 231-237
Persistent link: https://www.econbiz.de/10003930499
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Seven lessons for building a winning brand in China
Nunes, Paul F.; Piotroski, Susan A.; Teo, Lay Lim; … - In: Strategy & leadership : a publication of Strategic … 38 (2010) 1, pp. 42-49
Persistent link: https://www.econbiz.de/10003940004