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http://bura.brunel.ac.uk/handle/2438/1716| Title: | The Influence of Culture on Brands Building in the Chinese Market: A Brief Insight |
| Authors: | Melewar, T C Meadows, M Zheng, W Rickards, R |
| Issue Date: | 2004 |
| Publisher: | Henry Stewart |
| Citation: | The Journal of Brand Management, 11 (6): 449-461, Jul 2004 |
| Abstract: | In the eyes of many Western companies, the market in China is difficult to understand and highly unpredictable. Many search for patterns in the market to help their brand-building activities. Few, however, find the real key to success in China. This paper discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace |
| URI: | http://bura.brunel.ac.uk/handle/2438/1716 |
| DOI: | http://dx.doi.org/10.1057/palgrave.bm.2540190 |
| ISSN: | 1350-231X |
| Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Closed Access Paper.txt | 274 B | Text | View/Open |
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