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 . JOURNAL OF INTERNATIONAL CONSUMER MARKETING, 32(2), 128-145. 10.1080/08961530.2019.1658556

cited authors

  • Liu, Yu; Tsai, Wanhsiu Sunny; Tao, Weiting

authors

publication date

  • March 14, 2020

published in

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)

publisher

  • ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD

start page

  • 128

end page

  • 145

volume

  • 32

issue

  • 2