Brand Naming Practices Of Chinese Enterprises: A Tentative Model
Literature review suggests that Western researchers adopt the stepwise approach to investigate the brand naming process and develop models and tenets for brand naming practices. Notably, however, management researchers query the applicability of the broad Western brand naming principles in a Chin...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2000
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| Subjects: | |
| Online Access: | http://eprints.usm.my/35464/1/5-2-5.pdf http://eprints.usm.my/35464/ http://web.usm.my/aamj/5.2.2000/5-2-5.pdf |
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| Institution: | Universiti Sains Malaysia |
| Language: | English |