The interplay between brand globalness and localness for iconic global and local brands in the transitioning Chinese market
Yu Liu, Wanhsiu Sunny Tsai and Weiting Tao
| Year of publication: |
2020
|
|---|---|
| Authors: | Liu, Yu ; Tsai, Wanhsiu Sunny ; Tao, Weiting |
| Subject: | globalization | local iconness | localization | Perceived brand globalness | transitioning market | Globalisierung | Globalization | Markenführung | Brand management | China | Internationales Marketing | International marketing | Markenimage | Brand image | Systemtransformation | Economic transition | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2019.1658556 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200809