Advances in Chinese Brand Management

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable a...

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Bibliographic Details
Other Authors Balmer, John M. T. (Editor), Chen, Weifeng (Editor)
Format Electronic eBook
LanguageEnglish
Published London : Palgrave Macmillan UK, 2016.
SeriesJournal of brand management: advanced collections.
Subjects
Brand name products > China.
Branding (Marketing) > China.
Product management > China.
China.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781352000115
9781352000108
Physical Description1 online resource (355 pages)

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Table of Contents:
  • Cover; Title Page; Copyright Page; Table of Contents; Foreword; List of Tables and Figures; Section 1 Introduction; 1 Introduction; Section 2 China's Brands and Corporate Brand Communications in China: in Context; 2 China's Brands, China's Brand Development Strategies and Corporate Brand Communications in China; Section 3 Corporate Heritage Brands in China; 3 Corporate Heritage Brands in China. Consumer Engagement with China's Most Celebrated CorporateHeritage Brand
  • Tong Ren Tang:; 4 A Brand Culture Approach to Chinese Cultural Heritage Brands; Section 4 Luxury Brands in China.
  • 5 Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned; 6 Consumer Perspectives of Cultural Branding: The Case of Burberry in Taiwan; Section 5 Managing the Brand Name and Logo in China; 7 Brand Name Translation Model: A Case Analysis of US Brands in China; 8 Selecting the Right Brand Name: An Examination of Tacit and Explicit Linguistic Knowledge in Name Translations; 9 The Effects of Sub-brands and Brand Name Structure on Extension Evaluation: An Empirical Study Based on Chinese Culture; Section 6 Brand Building in China; 10 Country Branding through Olympic Games.
  • 11 A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry; 12 B2B Brand Extension to the B2C Market-The Case of the ICT Industry in Taiwan; Section 7 Brand Buying Behaviour in China; 13 The Images of Foreign Versus Domestic Retailer Brands in China: A Model of Corporate Brand Image and Store Image; 14 Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace; 15 Consumers' Attitudes Regarding Non-deceptive Counterfeit Brands in the UK and China.

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