Bookcover of Antecedents of Brand Equity: The Chinese Path to Building Brands
Booktitle:

Antecedents of Brand Equity: The Chinese Path to Building Brands

A Case Study of GEELY and BYD Automotive Brands

Scholars' Press (2015-03-30 )

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ISBN-13:

978-3-639-76217-4

ISBN-10:
3639762177
EAN:
9783639762174
Book language:
English
Blurb/Shorttext:
Though still controversial, whether Chinese brands can make it to the world of brands and successful brand building. This document is shedding light on certain Chinese organizations and their journey to building brand equity. Moreover, by tracking the subject, this study will act as a cautionary document for western brands attempting to preserve their long-standing brands and preempt the actions of the powerful approaching dragon.
Publishing house:
Scholars' Press
Website:
http://www.scholars-press.com
By (author) :
Noha Alaa El Dine
Number of pages:
396
Published on:
2015-03-30
Stock:
Available
Category:
Business management
Price:
68.90 €
Keywords:
Brand Equity, country of origin, Marketing Mix, Chinese Brands, automotive industry

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