The impact of brand transposition strategies and firm type on consumer ratings of brand : an analytical study of cosmetic brands
Ying Zhu, Alice (Fengyuan) Zhang, Jiaxun He and Yong J. Wang
| Year of publication: |
2021
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|---|---|
| Authors: | Zhu, Ying ; Zhang, Alice ; He, Jiaxun ; Wang, Yong Jian |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 34.2021, 1, p. 56-72
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| Subject: | Brand name | brand strategy | cosmetic brand | firm type | logographic language | phonetic language | translation | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Sprache | Language | Markenimage | Brand image | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2020.1781319 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012483621