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A Study of The Impacts of Culture on Brand and Brand Management: In The Context of Chinese Spirit Industry

This study investigates and discusses the impacts of culture on brand and brand management in the context of Chinese spirit industry. The study deploys the qualitative method. In addition, the individual depth interviews are conducted to collect the data needed. By adopting Hofstede‟s four dimension...

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Bibliographic Details
Main Author:	Sun, Xiangpei
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/24141/

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