The influence of culture on brand building in the Chinese market: a brief insight

Melewar, T. C. and Meadows, Maureen and Zheng, Wenqiang and Rickards, Richard (2004) The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management (11). pp. 449-461. ISSN 1350-231X

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Abstract

In the eyes of many Western companies, the market in China is difficult to understand and highly unpredictable. Many search for patterns in the market to help their brand-building activities. Few, however, find the real key to success in China. This paper discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13341
Useful Links:
Depositing User: Devika Mohan
Date Deposited: 26 May 2014 05:28
Last Modified: 13 Oct 2016 14:30
URI: http://eprints.mdx.ac.uk/id/eprint/13341

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