Advances in Chinese Brand Management. (Libro-e, 2016) [WorldCat.org]
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Advances in Chinese Brand Management.

Autor: John M T Balmer; Weifeng Chen
Editorial: London : Palgrave Macmillan UK, 2016
Edición/Formato:   Libro-e : Documento : Inglés (eng)Ver todas las ediciones y todos los formatos
Resumen:
"Cover" -- "Title Page" -- "Copyright Page" -- "Table of Contents" -- "Foreword" -- "List of Tables and Figures" -- "Section 1 Introduction" -- "1 Introduction" -- "Section 2 Chinaâ#x80;#x99;s Brands and Corporate Brand Communications in China: in Context" -- "2 Chinaâ#x80;#x99;s Brands, Chinaâ#x80;#x99;s Brand Development Strategies and Corporate Brand Communications in China" -- "Section 3 Corporate Heritage  Leer más
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Detalles

Formato físico adicional: Erscheint auch als
Tipo de material: Documento, Recurso en Internet
Tipo de documento Recurso internet, Archivo de computadora
Todos autores / colaboradores: John M T Balmer; Weifeng Chen
ISBN: 9781352000115 1352000113
Número OCLC: 1043879440
Descripción: 1 online resource (355 pages)

Resumen:

"Cover" -- "Title Page" -- "Copyright Page" -- "Table of Contents" -- "Foreword" -- "List of Tables and Figures" -- "Section 1 Introduction" -- "1 Introduction" -- "Section 2 Chinaâ#x80;#x99;s Brands and Corporate Brand Communications in China: in Context" -- "2 Chinaâ#x80;#x99;s Brands, Chinaâ#x80;#x99;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 Chinaâ#x80;#x99;s Most Celebrated CorporateHeritage Brand â#x80;#x93; 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 Learned" -- "6 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 Industry" -- "12 B2B Brand Extension to the B2C Marketâ#x80;#x94;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".

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