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Does the impact of corporate brand name changes differ between online and offline channels? : the case of McDonald's China

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China Branding : Cases from Zhejiang

Liu, Martin J. (ed.); Luo, Jun (ed.) - 2019 - 1st ed. 2019

Case 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand -- Case 2 …’s Power Plant Pollution Control Equipment -- Case 5 Customer Orientation and Brand Performance: A Study of ROBAM -- Case 6 … Unravelling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building …