Development and main contents of international branding research

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
PublisherRoutledge
Chapter2
Pages17-38
ISBN (Electronic)9781315616766, 9781317205937
ISBN (Print)9781138671836
Publication statusPublished - 2017

Publication series

NameChina Perspectives Series

Abstract

Increasing transnational transactions are pushing brand internationalization towards center stage. A global brand is normally perceived as one that possesses high popularity in multiple countries. Such brands are also well recognized and accepted by consumers in various local markets. In addition, global brands maintain identical or similar brand positioning, branding personality, and marketing strategies across different international markets.

Citation Format(s)

Development and main contents of international branding research. / Ju, Xuenan; Hu, Zuohao; Yang, Zhilin.

Research Frontiers on the International Marketing Strategies of Chinese Brands. ed. / Zuohao Hu; Xi Chen; Zhilin Yang. Routledge, 2017. p. 17-38 (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