Balmer, John M. T.

Advances in Chinese Brand Management

Balmer, John M. T. - Advances in Chinese Brand Management, ebook


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ISBN: 9781352000115
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Table of contents

Section 1. Introduction

1. Introduction
John M. T. Balmer, Weifeng Chen

Section 2. China’s Brands and Corporate Brand Communications in China: in Context

2. China’s Brands, China’s Brand Development Strategies and Corporate Brand Communications in China
John M. T. Balmer, Weifeng Chen

Section 3. Corporate Heritage Brands in China

3. Corporate Heritage Brands in China. Consumer Engagement with China’s Most Celebrated Corporate Heritage Brand — Tong Ren Tang: 同仁堂
John M. T. Balmer, Weifeng Chen

4. A Brand Culture Approach to Chinese Cultural Heritage Brands
Jonathan Schroeder, Janet Borgerson, Zhiyan Wu

5. Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned
Klaus Heine, Michel Gutsatz

6. Consumer Perspectives of Cultural Branding: The Case of Burberry in Taiwan
Norman Peng, Annie Huiling Chen

Section 5. Managing the Brand Name and Logo in China

7. Brand Name Translation Model: A Case Analysis of US Brands in China
Lily C. Dong, Marilyn M. Helms

8. Selecting the Right Brand Name: An Examination of Tacit and Explicit Linguistic Knowledge in Name Translations
Bernd Schmitt, Shi Zhang

9. The Effects of Sub-brands and Brand Name Structure on Extension Evaluation: An Empirical Study Based on Chinese Culture
Tong Chen, Ke Ma, Chundong Zheng, Han Wang

Section 6. Brand Building in China

10. Country Branding through Olympic Games
Qin Sun, Audhesh Paswan

11. A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry
Na Ni, Fang Wan

12. B2B Brand Extension to the B2C Market—The Case of the ICT Industry in Taiwan
Ying-Chan Tang, Fen-May Liou, Sheng-Yao Peng

Section 7. Brand Buying Behaviour in China

13. The Images of Foreign Versus Domestic Retailer Brands in China: A Model of Corporate Brand Image and Store Image
Zhibin Lin, Xinming He

14. Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace
Chunling Yu, Mike Bastin

15. Consumers’ Attitudes Regarding Non-deceptive Counterfeit Brands in the UK and China
Xuemei Bian, Cleopatra Veloutsou

Keywords: Business and Management, Customer Relationship Management, Market Research/Competitive Intelligence, International Business

Publication year
Journal of Brand Management: Advanced Collections
Page amount
364 pages
Printed ISBN

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