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Advances in Chinese Brand Management

Author: John M T Balmer; Weifeng Chen
Publisher: London : Palgrave Macmillan UK : Imprint : Palgrave Macmillan, 2017.
Series: Journal of brand management: advanced collections.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within  Read more...
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Additional Physical Format: Printed edition:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John M T Balmer; Weifeng Chen
ISBN: 9781352000115 1352000113 9781352000108 1352000105
OCLC Number: 974649648
Description: 1 online resource (x, 354 pages) : online resource.
Contents: Section 1 Introduction; 1 Introduction; Section 2 China's Brands and Corporate Brand Communications in China: in Context; 2 China's Brands, China's Brand Development Strategies and Corporate Brand Communications in China; Section 3 Corporate Heritage Brands in China; 3 Corporate Heritage Brands in China. Consumer Engagement with China's Most Celebrated CorporateHeritage Brand --
Tong Ren Tang:; 4 A Brand Culture Approach to Chinese Cultural Heritage Brands; Section 4 Luxury Brands in China. 5 Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned6 Consumer Perspectives of Cultural Branding: The Case of Burberry in Taiwan; Section 5 Managing the Brand Name and Logo in China; 7 Brand Name Translation Model: A Case Analysis of US Brands in China. 8 Selecting the Right Brand Name: An Examination of Tacit and Explicit Linguistic Knowledge in Name Translations; 9 The Effects of Sub-brands and Brand Name Structure on Extension Evaluation: An Empirical Study Based on Chinese Culture; Section 6 Brand Building in China; 10 Country Branding through Olympic Games. 11 A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry12 B2B Brand Extension to the B2C Market-The Case of the ICT Industry in Taiwan; Section 7 Brand Buying Behaviour in China; 13 The Images of Foreign Versus Domestic Retailer Brands in China: A Model of Corporate Brand Image and Store Image; 14 Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace; 15 Consumers' Attitudes Regarding Non-deceptive Counterfeit Brands in the UK and China.
Series Title: Journal of brand management: advanced collections.
Responsibility: edited by John M.T. Balmer, Weifeng Chen.

Abstract:

Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate  Read more...

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