TY - CHAP
T1 - Development and main contents of international branding research
AU - Ju, Xuenan
AU - Hu, Zuohao
AU - Yang, Zhilin
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
UR - https://www.scopus.com/pages/publications/85160779961
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85160779961&origin=recordpage
M3 - RGC 12 - Chapter in an edited book (Author)
SN - 9781138671836
SN - 9780367516666
T3 - China Perspectives Series
SP - 17
EP - 38
BT - Research Frontiers on the International Marketing Strategies of Chinese Brands
A2 - Hu, Zuohao
A2 - Chen, Xi
A2 - Yang, Zhilin
PB - Routledge
ER -