From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.... of signexperimentation, by which we mean Mr. L interprets his relationship to fashion through a set of psychological codes (Murray, 2002). ... Thenabout six months ago, a coal mine boss from the Shanxi province brought 20 Hummer jeeps in onedealforcash! ... those groups thatblindly follow fashion, orseek Westernized fashion trends that some consumers equatewith liberty (Dong andTian, 2009).
|Title||:||From Chinese Brand Culture to Global Brands|
|Author||:||Wu Zhiyan, Janet Borgerson, Jonathan Schroeder|
|Publisher||:||Palgrave Macmillan - 2013-10-04|