Abstract
From Chinese BranĂ¡ Culture to Global Brands uses a Chinese perspective to examine the capacity of Chinese brand culture to serve as a complement to existing models of brand globalization. Moving away from the trend to study the managerial aspects of Western brand building in Chinese contexts, we examine how Chinese branding efforts express significant aspects of their own brand culture.
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© 2013 Wu Zhiyan, Janet Borgerson & Jonathan Schroeder
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Zhiyan, W., Borgerson, J., Schroeder, J. (2013). Introduction. In: From Chinese Brand Culture to Global Brands. Palgrave Macmillan, London. https://doi.org/10.1057/9781137276353_1
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DOI: https://doi.org/10.1057/9781137276353_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-44663-6
Online ISBN: 978-1-137-27635-3
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