Antecedents of brand equity : the Chinese path to building brands : a case-study of GEELY and BYD automotive brands
Foy many years China was flagged as the world’s premier factory neglecting significant aspects such as brand equity. This study explores the antecedents of brand equity of Chinese brands. The main purpose of this study is to examine the evolution of Chinese brand equity and the impact of selective m...
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Durham University
2013
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.614382 |