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Perception of television advertising from China's young generation
Li, Lijie; Scaringella, Laurent - In: The journal of applied business research 30 (2014) 4, pp. 1031-1052
Persistent link: https://www.econbiz.de/10010400629
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Brand positioning through print advertising
Xu, JuanJuan; Bao, Yeqing; Landry, Timothy D. - In: Brand management in emerging markets : theories and practice, (pp. 155-164). 2014
Persistent link: https://www.econbiz.de/10010417735
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When luxury brands meet China : the effect of localized celebrity endorsements in social media marketing
Yu, Shubin; Hu, Yangjuan - In: Journal of retailing and consumer services 54 (2020), pp. 1-12
Persistent link: https://www.econbiz.de/10012238317
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Brand name and ethnicity of endorser in luxury goods : does a glocalization strategy work in China?
Kim, Sojung; Luk, Ka Yi; Xia, Binfang; Xu, Nan; Yin, Xinzhu - In: International journal of advertising : the review of … 39 (2020) 6, pp. 824-842
Persistent link: https://www.econbiz.de/10012260278
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Keeping it real or bridging the gap? : brand positioning of U.S. sport teams in Germany and China
Behrens, Anton; Yang, Yanxiang; Uhrich, Sebastian - In: Journal of sport management : the official journal of … 36 (2022) 2, pp. 105-117
Persistent link: https://www.econbiz.de/10013426048
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Different ways lead to ambidexterity : configurations for team innovation across China, India, and Singapore
Deng, Wei; Hubner, Sylvia; Frese, Michael; Song, Zhaoli - In: Journal of international management 29 (2023) 3, pp. 1-17
Persistent link: https://www.econbiz.de/10014342116
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Does the value of global brands apply to both foreign and domestic-based global brands?
Westjohn, Stanford A.; Magnusson, Peter; Zhou, Joyce X. - In: Entrepreneurship in international marketing, (pp. 267-286). 2015
Persistent link: https://www.econbiz.de/10010493026
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A Korean, a Chinese, and an Indian walk into an American bar : tapping the Asian-American goldmine
Chen, Steven; Kim, Yuna; Kohli, Chiranjeev - In: Business horizons 60 (2017) 1, pp. 91-100
Persistent link: https://www.econbiz.de/10011771630
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Do corporate image and reputation drive brand equity in India and China? : similarities and differences
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of business research : JBR 86 (2018), pp. 259-268
Persistent link: https://www.econbiz.de/10011855325
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They are not all same : variations in Asian consumers' value perceptions of luxury brands
Shukla, Paurav; Singh, Jaywant; Banerjee, Madhumita - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 265-278
Persistent link: https://www.econbiz.de/10011312234