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The influence of culture on brand building in the Chinese market: A brief insight
被引：0
作者：
T C Melewar
Maureen Meadows
Wenqiang Zheng
Richard Rickards
机构：
[1] Warwick Business School,
[2] University of Warwick,undefined
关键词：
brand;
valuation;
equity;
electronic;
management;
e-branding;
e-tailing;
management;
international;
Internet;
marketing;
measurement;
personality;
consumers;
advertising;
fast moving;
consumer goods;
FMCG;
brand-building;
strategy;
D O I：
10.1057/palgrave.bm.2540190
中图分类号：
学科分类号：
摘要：
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.
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收藏
页码：449 / 461
页数：12
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