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- Title
Executive Summaries.
- Authors
Tavassoli, Nader T.; Han, Jin K.; Hong, F. C.; Pecotich, Anthony; Shultz II, Clifford J.; Hsieh, Ming H.; Eckhardt, Giana M.; Houston, Michael J.; Wright, April; Gillespie, Kate; Krishna, Kishore; Jarvis, Susan
- Abstract
This article presents abstracts of various articles within the issue, including "Auditory and Visual Brand Identifiers in Chinese and English," by Nader T. Tavassoli and Jin K. Han, "Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study," by Ming H. Hsieh and "Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai China," by Giana M. Eckhardt and Michael J. Houston.
- Subjects
BRAND name products; CONSUMER behavior; BRANDING (Marketing); MARKETING
- Publication
Journal of International Marketing, 2002, Vol 10, Issue 2, p7
- ISSN
1069-031X
- Publication type
Abstract