The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market Article

Liu, Yu, Tsai, Wanhsiu Sunny, Tao, Weiting. (2020). The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market . 32(2), 128-145. 10.1080/08961530.2019.1658556

keywords

  • Business
  • Business & Economics
  • CONSUMER ATTITUDES
  • COUNTRY
  • CULTURE
  • GLOBALIZATION
  • PERCEPTIONS
  • Perceived brand globalness
  • Social Sciences
  • WEB
  • WESTERN
  • globalization
  • local iconness
  • localization
  • transitioning market

Digital Object Identifier (DOI)

start page

  • 128

end page

  • 145

volume

  • 32

issue

  • 2