Hierarchical Branding Strategy for New Product Launch : Evidence from China
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | Chinese Innovation and Branding Leaps |
| Editors | Serdar S. Durmusoglu |
| Publisher | World Scientific Publishing Co. |
| Chapter | 5 |
| Pages | 103-136 |
| ISBN (electronic) | 978-981-124-964-8 |
| ISBN (print) | 978-981-124-962-4 |
| Publication status | Published - Apr 2022 |
Publication series
| Name | Series on Innovation and Knowledge Management |
|---|---|
| Volume | 16 |
| ISSN (Print) | 1793-1533 |
Link(s)
| DOI | DOI |
|---|---|
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(16b23a4c-f1ee-4e93-acb7-22b78268f503).html |
Abstract
The following sections are included:
• Name Translation Methods
• Hypotheses Development: Improving New Product Success by Choosing the Right Branding Strategy
• Conclusion and Future Research
• Appendix I — Research Hypotheses, Method, and Results
• Appendix II — New Product Concept in English
• References
Citation Format(s)
Hierarchical Branding Strategy for New Product Launch: Evidence from China. / Lam, Howard Pong Yuen; Wong, Vincent Chi.
Chinese Innovation and Branding Leaps. ed. / Serdar S. Durmusoglu. World Scientific Publishing Co., 2022. p. 103-136 (Series on Innovation and Knowledge Management; Vol. 16).
Chinese Innovation and Branding Leaps. ed. / Serdar S. Durmusoglu. World Scientific Publishing Co., 2022. p. 103-136 (Series on Innovation and Knowledge Management; Vol. 16).
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review
