Advertising in the luxury sector in China : standardisation or adaptation? : a comparison between China and Italy
Francesca Checchinato, Cinzia Colapinto and Alice Giusto
| Year of publication: |
2014
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|---|---|
| Authors: | Checchinato, Francesca ; Colapinto, Cinzia ; Giusto, Alice |
| Published in: |
The globalisation of Chinese business : implications for multinational investors. - Oxford : Chandos Publ., ISBN 1-84334-768-7. - 2014, p. 241-264
|
| Subject: | brand communication | cross-cultural marketing | advertising strategies | China | Italy | Werbung | Advertising | Italien | Luxusgüter | Luxury goods | Markenführung | Brand management | Internationales Marketing | International marketing | Vergleich | Comparison | Marketingmanagement | Marketing management | Standardisierung | Standardization | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012016699