Does the impact of corporate brand name changes differ between online and offline channels? : the case of McDonald's China
Xiongkai Tan, Sha Zhang, Hong Zhao
| Year of publication: |
2023
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|---|---|
| Authors: | Tan, Xiongkai ; Zhang, Sha ; Hong, Zhao |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 6, p. 479-489
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| Subject: | Brand name change | Corporate brand name | Offline channel | Online channel | Markenartikel | Brand | Vertriebsweg | Distribution channel | China | Markenführung | Brand management | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Electronic Commerce | E-commerce |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-023-00323-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014447371