Branding in the context of globalization: A case study of baoxiniao

Research output: Chapter in Book/Conference proceeding › Book Chapter › peer-review

1 Citation (Scopus)

Original language	English
Title of host publication	China Branding
Subtitle of host publication	Cases from Zhejiang
Publisher	Palgrave Macmillan
Pages	15-29
Number of pages	15
ISBN (Electronic)	9789811393181
ISBN (Print)	9789811393174
DOIs	https://doi.org/10.1007/978-981-13-9318-1_2
Publication status	Published - 1 Jan 2019

ASJC Scopus subject areas

@inbook{83855e0223854177b5afe4acaff5350a,

title = "Branding in the context of globalization: A case study of baoxiniao",

author = "Lin Huang and Jun Luo and Torres, \{Luis D.\}",

year = "2019",

month = jan,

day = "1",

doi = "10.1007/978-981-13-9318-1\_2",

language = "English",

isbn = "9789811393174",

pages = "15--29",

booktitle = "China Branding",

publisher = "Palgrave Macmillan",

}

TY - CHAP

T1 - Branding in the context of globalization

T2 - A case study of baoxiniao

AU - Huang, Lin

AU - Luo, Jun

AU - Torres, Luis D.

PY - 2019/1/1

Y1 - 2019/1/1

UR - https://www.scopus.com/pages/publications/85077278763

U2 - 10.1007/978-981-13-9318-1_2

DO - 10.1007/978-981-13-9318-1_2

M3 - Book Chapter

AN - SCOPUS:85077278763

SN - 9789811393174

SP - 15

EP - 29

BT - China Branding

PB - Palgrave Macmillan

ER -