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【With the same tag:【品牌国际化】 Found 3 articles】 /Page Order by: Asce Desc

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| F270

Culture Mixing in the Adaptation of Multinational Brands’ Localization: Review and Prospects

Xiong Shasha, Wang Tao, Zhao Peng

In recent years, more and more well-known western multinational brands effort to adopt the host country’s cultural elements in the marketing and product design, such as Starbucks sel...

First published at: Jul 01, 2018

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doi:10.16538/j.cnki.fem.2018.07.009

Foreign Economics & Management, Vol. 40, Issue 07, pp. 113 - 128

| F270

How to Achieve Effective Communication in Brand Globalization: A Multi-case Study Based on Social Movement Theory

Wang Tao, Wang Yuanfu, Huang Jing

Nowadays, brand globalization is the route multinational enterprises must take to enter the international market and establish global brands. Many scholars have investigated how multinatio...

First published at: Jun 01, 2017

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doi:10.16538/j.cnki.fem.2017.06.004

Foreign Economics & Management, Vol. 39, Issue 06, pp. 39 - 53

品牌国际化研究述评

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Foreign Economics & Management, Vol. 30, Issue 12, pp. 32 - 38

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