Introduction

Wu Zhiyan, Janet Borgerson and Jonathan Schroeder
Additional contact information
Wu Zhiyan: Shanghai Institute of Foreign Trade
Janet Borgerson: Rochester Institute of Technology
Jonathan Schroeder: Rochester Institute of Technology

A chapter in From Chinese Brand Culture to Global Brands, 2013, pp 1-17 from Palgrave Macmillan

Abstract: Abstract From Chinese Braná 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.

Keywords: Brand Manager; Chinese Product; Luxury Brand; Chinese Export; Global Brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27635-3_1

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DOI: 10.1057/9781137276353_1

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