Main topics and research framework of Chinese firms' international branding strategies

Zuohao Hu; Zhilin Yang

Main topics and research framework of Chinese firms' international branding strategies

Zuohao Hu
, Zhilin Yang

Department of Marketing

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

Abstract

In the context of economic globalization, international branding strategy has always been a frontier research topic in the marketing academic research (Hu, 2002a; Schuiling et al., 2004; Wong & Merrilees, 2007; Wu & Deng, 2007a; Keller, 2008; Hu et al., 2009). Meanwhile, as one of the fastest-growing economies in the world, export business constitutes a major driving force of China’s economic growth. With the acceleration of Chinese firms’ export business and internationalization process, it has become critical for Chinese exporters to learn how to develop effective international branding strategies so as to establish international brands and improve international competitiveness.

Original language	English
Title of host publication	Research Frontiers on the International Marketing Strategies of Chinese Brands
Editors	Zuohao Hu, Xi Chen, Zhilin Yang
Place of Publication	London
Publisher	Routledge
Chapter	1
Pages	1-16
ISBN (Electronic)	9781315616766, 9781317205937
ISBN (Print)	9781138671836, 9780367516666
Publication status	Published - 5 Aug 2016

Publication series

Name	China Perspectives Series
Publisher	Routledge

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth

Other Access Options

Check CityUHK Library

Permanent Link

Right click to copy link

Cite this

@inbook{6212662e9d864f32932a948dcda6974b,

title = "Main topics and research framework of Chinese firms' international branding strategies",

abstract = "In the context of economic globalization, international branding strategy has always been a frontier research topic in the marketing academic research (Hu, 2002a; Schuiling et al., 2004; Wong \& Merrilees, 2007; Wu \& Deng, 2007a; Keller, 2008; Hu et al., 2009). Meanwhile, as one of the fastest-growing economies in the world, export business constitutes a major driving force of China{\textquoteright}s economic growth. With the acceleration of Chinese firms{\textquoteright} export business and internationalization process, it has become critical for Chinese exporters to learn how to develop effective international branding strategies so as to establish international brands and improve international competitiveness.",

author = "Zuohao Hu and Zhilin Yang",

year = "2016",

month = aug,

day = "5",

language = "English",

isbn = "9781138671836",

series = "China Perspectives Series",

publisher = "Routledge",

pages = "1--16",

editor = "Zuohao Hu and Xi Chen and Zhilin Yang",

booktitle = "Research Frontiers on the International Marketing Strategies of Chinese Brands",

}

Main topics and research framework of Chinese firms' international branding strategies. / Hu, Zuohao; Yang, Zhilin.
Research Frontiers on the International Marketing Strategies of Chinese Brands. ed. / Zuohao Hu; Xi Chen; Zhilin Yang. London: Routledge, 2016. p. 1-16 (China Perspectives Series).

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

TY - CHAP

T1 - Main topics and research framework of Chinese firms' international branding strategies

AU - Hu, Zuohao

AU - Yang, Zhilin

PY - 2016/8/5

Y1 - 2016/8/5

N2 - In the context of economic globalization, international branding strategy has always been a frontier research topic in the marketing academic research (Hu, 2002a; Schuiling et al., 2004; Wong & Merrilees, 2007; Wu & Deng, 2007a; Keller, 2008; Hu et al., 2009). Meanwhile, as one of the fastest-growing economies in the world, export business constitutes a major driving force of China’s economic growth. With the acceleration of Chinese firms’ export business and internationalization process, it has become critical for Chinese exporters to learn how to develop effective international branding strategies so as to establish international brands and improve international competitiveness.

AB - In the context of economic globalization, international branding strategy has always been a frontier research topic in the marketing academic research (Hu, 2002a; Schuiling et al., 2004; Wong & Merrilees, 2007; Wu & Deng, 2007a; Keller, 2008; Hu et al., 2009). Meanwhile, as one of the fastest-growing economies in the world, export business constitutes a major driving force of China’s economic growth. With the acceleration of Chinese firms’ export business and internationalization process, it has become critical for Chinese exporters to learn how to develop effective international branding strategies so as to establish international brands and improve international competitiveness.

UR - https://www.scopus.com/pages/publications/85160730934

UR - https://www.scopus.com/pages/publications/85160730934#tab=impact

M3 - RGC 12 - Chapter in an edited book (Author)

SN - 9781138671836

SN - 9780367516666

T3 - China Perspectives Series

SP - 1

EP - 16

BT - Research Frontiers on the International Marketing Strategies of Chinese Brands

A2 - Hu, Zuohao

A2 - Chen, Xi

A2 - Yang, Zhilin

PB - Routledge

CY - London

ER -

Main topics and research framework of Chinese firms' international branding strategies

Abstract

Publication series

UN SDGs

Other Access Options

Permanent Link

Other Files and Links

Fingerprint

Cite this