Overview
- Analyzes the place branding strategy employed by the Zhejiang Provincial Government in the launch of the "ZhejiangMade" brand
- Explores the challenges faced by Chinese enterprises in challenging existing perceptions in the domestic and international markets
- Brings together branding case studies from nine leading enterprises in Zhejiang Province, China
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Table of contents (10 chapters)
Keywords
About this book
Editors and Affiliations
About the editors
Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research, International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research.
Bibliographic Information
Book Title: China Branding
Book Subtitle: Cases from Zhejiang
Editors: Martin J. Liu, Jun Luo
DOI: https://doi.org/10.1007/978-981-13-9318-1
Publisher: Palgrave Macmillan Singapore
eBook Packages: Economics and Finance, Economics and Finance (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd., part of Springer Nature 2019
Hardcover ISBN: 978-981-13-9317-4Published: 26 September 2019
Softcover ISBN: 978-981-13-9320-4Published: 26 September 2020
eBook ISBN: 978-981-13-9318-1Published: 14 September 2019
Edition Number: 1
Number of Pages: XV, 154
Number of Illustrations: 13 b/w illustrations, 29 illustrations in colour
Topics: Asian Economics, Branding, Consumer Behavior