The influence of culture on brand building in the Chinese market: a brief insight
Melewar, T. C., Meadows, Maureen, 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 [Article] (doi:10.1057/palgrave.bm.2540190)
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: | https://eprints.mdx.ac.uk/id/eprint/13341 |
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