Hierarchical Branding Strategy for New Product Launch: Evidence from China

Howard Pong Yuen Lam; Vincent Chi Wong

doi:10.1142/9789811249631_0005

Hierarchical Branding Strategy for New Product Launch: Evidence from China

Howard Pong Yuen Lam
, Vincent Chi Wong

Department of Marketing

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review

Abstract

The following sections are included:

• Introduction
• 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

Original language	English
Title of host publication	Chinese Innovation and Branding Leaps
Editors	Serdar S. Durmusoglu
Publisher	World Scientific Publishing Co. Pte Ltd
Chapter	5
Pages	103-136
Number of pages	4
ISBN (Electronic)	978-981-124-964-8
ISBN (Print)	978-981-124-962-4
DOIs	https://doi.org/10.1142/9789811249631_0005
Publication status	Published - Apr 2022

Publication series

Name	Series on Innovation and Knowledge Management
Volume	16
ISSN (Print)	1793-1533

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title = "Hierarchical Branding Strategy for New Product Launch: Evidence from China",

abstract = "The following sections are included: • Introduction • 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",

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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. Pte Ltd, 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

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AB - The following sections are included: • Introduction • 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

U2 - 10.1142/9789811249631_0005

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T3 - Series on Innovation and Knowledge Management

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A2 - Durmusoglu, Serdar S.

PB - World Scientific Publishing Co. Pte Ltd

ER -

Hierarchical Branding Strategy for New Product Launch: Evidence from China

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