Cultural congruity and extensions of corporate heritage brands : an empirical analysis of time-honored brands in China
Year of publication: |
2022
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Authors: | Zhou, Luyang ; Hui, Michael K. ; Zhou, Lianxi ; Li, Shengxiao |
Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 21.2022, 5, p. 1092-1105
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Subject: | Markenführung | Brand management | China | Konsumentenverhalten | Consumer behaviour | Markenarchitektur | Brand architecture |
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