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Article
Glyn ATWAL ; Klaus HEINE ; Jiaxun HE ; Burgundy School of Business | 2019The recent wave of luxury ventures in China has created an important need to understand luxury brand- building in China. A critical component of this research domain is the concept of country-of-origin (CoO). Chinese ventures use multiple countr[...]
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Cheng Lu WANG ; Jiaxun HE ; Steve CHARTERS ; Groupe ESC Dijon Bourgogne | Hershey : Business Science Reference | Premier Reference Source | 2014Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-re[...]
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