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Corporate branding in perspective : a typology

Schroeder, Jonathan E. - In: European journal of marketing : EJM 51 (2017) 9/10, pp. 1522-1529

Persistent link: https://www.econbiz.de/10011755160

The impact of cultural symbols and spokesperson identity on attitudes and intentions

Lenoir, Anne-Sophie I.; Puntoni, Stefano; Reed, Americus; … - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 426-428

Persistent link: https://www.econbiz.de/10010223373

Brand culture

Schroeder, Jonathan E. (ed.) - 2006 - 1. publ.

Persistent link: https://www.econbiz.de/10002641808

A Brand Culture Approach to Chinese Cultural Heritage Brands

Schroeder, Jonathan E. - 2015

This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang...

Persistent link: https://www.econbiz.de/10013024542

A brand culture apporach to Chinese cultural heritge brands

Schroeder, Jonathan E.; Borgerson, Janet; Wu, Zhiyan - In: The journal of brand management : an international journal 22 (2015) 3, pp. 261-279

Persistent link: https://www.econbiz.de/10011349976

Forms of inconspicuous consumption : what drives inconspicuous luxury consumption in China?

Wu, Zhiyan; Luo, Jifeng; Schroeder, Jonathan E.; … - In: Marketing theory 17 (2017) 4, pp. 491-516

Persistent link: https://www.econbiz.de/10011825049