Delong, Marilyn; Bao, Mingxin; Wu, Juanjuan; Chao, Huang; … - In: Journal of Fashion Marketing and Management: An … 8 (2004) 2, pp. 141-153
This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity from a Chinese perspective. Chinese shoppers in Shanghai shopping malls were asked to compare US and Chinese brands in...