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

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)12_Chapter in an edited book (Author)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publicationResearch Frontiers on the International Marketing Strategies of Chinese Brands
EditorsZuohao Hu, Xi Chen, Zhilin Yang
Place of PublicationLondon
PublisherRoutledge
Chapter1
Pages1-16
ISBN (Electronic)9781315616766, 9781317205937
ISBN (Print)9781138671836
Publication statusPublished - 5 Aug 2016

Publication series

NameChina Perspectives Series
PublisherRoutledge

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.

Citation Format(s)

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, 32, 41, 45)12_Chapter in an edited book (Author)Not applicablepeer-review