Main topics and research framework of Chinese firms' international branding strategies
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 | 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 |
Link(s)
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 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
