The co-creation and circulation of brands and cultures : historical Chinese culture, global fashion systems, and the development of Chinese global brands
This dissertation is a study of the possibilities and processes of constructing strong Chinese brands in the global marketplace. It investigates conceptual and strategic relationships between brands and cultures, focusing specifically on the issue of the unprivileged position of Chinese brands vis-à...
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University of Exeter
2010
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.547031 |