Lucky names : superstitious beliefs in Chinese corporate branding strategy for bank marketing
Year of publication: |
January 2016
|
---|---|
Authors: | Li, Hung-Hui ; Hsieh, Min-Yu ; Chang, William Li |
Published in: |
The North American journal of economics and finance : a journal of financial economics studies. - Amsterdam [u.a.] : Elsevier, ISSN 1062-9408, ZDB-ID 1289278-6. - Vol. 35.2016, p. 226-233
|
Subject: | Bank marketing | Supernatural beliefs | Corporate branding | Chinese brand name | Lucky name | Total stroke number | Markenführung | Brand management | China | Bank | Markenartikel | Brand | Markenarchitektur | Brand architecture |
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