Advances in Chinese Brand Management

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John M. T. Balmer, Weifeng Chen
Springer, 14.11.2016 - 354 Seiten
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This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.

 

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Ausgewählte Seiten

Inhalt

in Context
18
Section 3 Corporate Heritage Brands in China
50
Section 4 Luxury Brands in China
107
Section 5 Managing the Brand Name and Logo in China
152
Section 6 Brand Building in China
220
Section 7 Brand Buying Behaviour in China
288
Index
351
Urheberrecht

Andere Ausgaben - Alle anzeigen

Advances in Chinese Brand Management
John M. T. Balmer,Weifeng Chen
Keine Leseprobe verfügbar - 2018
Advances in Chinese Brand Management
John M.T. Balmer,Weifeng Chen
Keine Leseprobe verfügbar - 2016

Häufige Begriffe und Wortgruppen

Aaker and Keller associations B2B brand Balmer Beijing brand concept brand culture brand equity brand extension Brand Management brand name brand personality branding capabilities brands in China Burberry Chinese brands Chinese consumers Chinese culture Chinese luxury brands Chinese market companies competitive consumer evaluations Consumer Research context corporate brand image corporate heritage brands counterfeit brands country branding country image cultural brand cultural capabilities customers effect emerging economies example extended products factors firm’s firms foreign brands functional capabilities Gieves & Hawkes global Häagen-Dazs hedonic impulse buying impulse buying behavior industry interaction Journal of Brand Journal of Consumer Journal of Marketing Lenovo linguistic meaning MNCs name translations Olympic Games organisational parent brand participants patronage intention perceived perceptions positive product category retailers semantic Shang Xia Shanghai Tang significant store image sub-brand mode sub-brand names success sumers theory tion Tong Ren Tang TRT’s Western

Über den Autor (2016)

John M.T. Balmer is Professor of Corporate Marketing at Brunel Business School, London, UK, and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management, UK. Credited with formally introducing the corporate brand notion in 1995, since the early 1990s he has been a leading proponent of the strategic importance of corporate identity and corporate brands. He has published numerous cornerstone articles in leading journals relating to corporate brands and corporate marketing. He is the Chairman of the Board of Senior Consultant editors of the Journal of Brand Management; founder of the International Corporate Identity Group (ICIG) and founder and Chairman of the International Symposium on Corporate Heritage.

Weifeng Chen is a lecturer at Brunel University Business School, London, UK, where he specialises in international businesses and branding, with a particular interest in the management of Chinese brands. Dr Chen has published in a number of international journals including Journal of Organizational Change Management, Journal of Information System Management and International Journal of Knowledge Management Studies. He is a member of the China–Britain Business Council (CBBC) and currently serves as a consultant for a number of Chinese enterprises.

Bibliografische Informationen

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TitelAdvances in Chinese Brand Management
Journal of Brand Management: Advanced Collections
HerausgeberJohn M. T. Balmer, Weifeng Chen
Ausgabeillustriert
VerlagSpringer, 2016
ISBN1352000113, 9781352000115
Länge354 Seiten
  
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