Witkowski, Terrence H.; Ma, Yulong; Zheng, Dan - In: Asia Pacific Journal of Marketing and Logistics 15 (2003) 1/2, pp. 74-88
This research measured and compared the brand identity of Kentucky Fried Chicken (KFC) in China and the United States. Brand identity was defined as the customer impressions of four different KFC identity elements – properties, products, presentations, and publications. A survey of young...
