A brand culture perspective on global brands
Year of publication: |
2016
|
---|---|
Authors: | Schroeder, Jonathan E. ; Borgerson, Janet ; Wu, Zhiyan |
Published in: |
The Routledge companion to contemporary brand management. - London : Routledge, Taylor & Francis Group, ISBN 0-415-74790-2. - 2016, p. 153-163
|
Subject: | Markenimage | Brand image | Interkulturelles Marketing | Cross-cultural marketing | Internationales Marketing | International marketing |
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