Hierarchical Branding Strategy for New Product Launch: Evidence from China

Howard Pong Yuen Lam and Vincent Chi Wong

Chapter 5 in Chinese Innovation and Branding Leaps, 2022, pp 103-136 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionName Translation MethodsHypotheses Development: Improving New Product Success by Choosing the Right Branding StrategyConclusion and Future ResearchAppendix I — Research Hypotheses, Method, and ResultsAppendix II — New Product Concept in EnglishReferences

Keywords: Innovation; Branding; China; Asia; Online Marketplace; Entrepreneurship; Neuro-Linguistic Programming (NLP) (search for similar items in EconPapers)
JEL-codes: L26 M31 O31 (search for similar items in EconPapers)
Date: 2022
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