Advances in Chinese Brand ManagementThis 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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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 |
351 | |
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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