Chinese grassroots nationalism and its impact on foreign brands
Year of publication: |
2012
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Authors: | Gao, Zhihong |
Published in: |
Journal of macromarketing : examining the interactions among markets, marketing, and society. - Thousand Oaks, Calif. : Sage, ISSN 0276-1467, ZDB-ID 784653-8. - Vol. 32.2012, 2, p. 181-192
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Subject: | China | globalization | grassroots nationalism | foreign brands | Markenführung | Brand management | Auslandsinvestition | Foreign investment | Multinationales Unternehmen | Transnational corporation | Gemeinwesenarbeit | Community work |
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