Development and main contents of international branding research
Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 12_Chapter in an edited book (Author) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | Research Frontiers on the International Marketing Strategies of Chinese Brands |
| Editors | Zuohao Hu, Xi Chen, Zhilin Yang |
| Publisher | Routledge |
| Chapter | 2 |
| Pages | 17-38 |
| ISBN (Electronic) | 9781315616766, 9781317205937 |
| ISBN (Print) | 9781138671836 |
| Publication status | Published - 2017 |
Publication series
| Name | China Perspectives Series |
|---|
Link(s)
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(c5a110f6-504e-464c-b22f-8214b11ee377).html |
|---|
Abstract
Increasing transnational transactions are pushing brand internationalization towards center stage. A global brand is normally perceived as one that possesses high popularity in multiple countries. Such brands are also well recognized and accepted by consumers in various local markets. In addition, global brands maintain identical or similar brand positioning, branding personality, and marketing strategies across different international markets.
Citation Format(s)
Development and main contents of international branding research. / Ju, Xuenan; Hu, Zuohao; Yang, Zhilin.
Research Frontiers on the International Marketing Strategies of Chinese Brands. ed. / Zuohao Hu; Xi Chen; Zhilin Yang. Routledge, 2017. p. 17-38 (China Perspectives Series).Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 12_Chapter in an edited book (Author) › peer-review
