Revisiting the golden arches in China : the Chinese discourse on McDonald’s between 1978 and 2012
Zhihong Gao
| Year of publication: |
2013
|
|---|---|
| Authors: | Gao, Zhihong |
| Published in: |
Journal of macromarketing : examining the interactions among markets, marketing, and society. - Thousand Oaks, Calif. : Sage, ISSN 0276-1467, ZDB-ID 784653-8. - Vol. 33.2013, 4, p. 288-305
|
| Subject: | China | McDonald’s | agency | structure | brand meaning | discourse analysis | macromarketing | Diskurstheorie | Discourse theory | Markenführung | Brand management | Schnellgastronomie | Fast-food industry | Markenartikel | Brand |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010227834