A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

R. Filieri (), Zhibin Lin, Simona d'Antone and Elena Chatzopoulou
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R. Filieri: Audencia Business School

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Date: 2019-07
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Published in Journal of Brand Management, 2019, ⟨https://doi.org/10.1057/s41262-018-0137-x⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04713684

DOI: 10.1057/s41262-018-0137-x

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