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http://bura.brunel.ac.uk/handle/2438/2633| Title: | Marque in the making |
| Authors: | Fan, Y |
| Keywords: | Branding strategy, country of origin effect (COO), internationalisation, China |
| Issue Date: | 2007 |
| Publisher: | Centaur Media |
| Citation: | Brand Strategy. pp.1-7 |
| Abstract: | This is an edited extract of a research paper that looks at the challenges facing Chinese companies keen to expand into the global market. How can quality marques shake off the negative country-of-origin effect and emerge as serious brands? |
| URI: | http://bura.brunel.ac.uk/handle/2438/2633 |
| Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Marque+in+the+making.pdf | 128.5 kB | Adobe PDF | View/Open |
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