The paper impact the effect of the country of origin on the branding process. The analysis is focused on China market.
Integrating branding strategy and country of origin image in the Chinese market / S.Guercini; S.Ranfagni. - STAMPA. - (2011), pp. 1-32. (Intervento presentato al convegno International Colloquium on Corporate Branding, Identity, Image and tenutosi a Zurich nel 15th and 16th February 2011).
Integrating branding strategy and country of origin image in the Chinese market
GUERCINI, SIMONE;RANFAGNI, SILVIA
2011
Abstract
The paper impact the effect of the country of origin on the branding process. The analysis is focused on China market.
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