The Influence of Culture on Brands Building in the Chinese Market: A Brief Insight

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1716

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DC Field	Value	Language
dc.contributor.author	Melewar, T C	-
dc.contributor.author	Meadows, M	-
dc.contributor.author	Zheng, W	-
dc.contributor.author	Rickards, R	-
dc.date.accessioned	2008-02-27T16:09:06Z	-
dc.date.available	2008-02-27T16:09:06Z	-
dc.date.issued	2004	-
dc.identifier.citation	The Journal of Brand Management, 11 (6): 449-461, Jul 2004	en
dc.identifier.issn	1350-231X	-
dc.identifier.uri	http://bura.brunel.ac.uk/handle/2438/1716	-
dc.description.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	en
dc.format.extent	274 bytes	-
dc.format.mimetype	text/plain	-
dc.language.iso	en	-
dc.publisher	Henry Stewart	en
dc.title	The Influence of Culture on Brands Building in the Chinese Market: A Brief Insight	en
dc.type	Research Paper	en
dc.identifier.doi	http://dx.doi.org/10.1057/palgrave.bm.2540190	-
Appears in Collections:	Marketing Brunel Business School Research Papers

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