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Brand Naming Practices Of Chinese Enterprises: A Tentative Model

Literature review suggests that Western researchers adopt the stepwise approach to investigate the brand naming process and develop models and tenets for brand naming practices. Notably, however, management researchers query the applicability of the broad Western brand naming principles in a Chin...

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Bibliographic Details
Main Authors:	Wai, sum Siu, Zhang, Yi
Format:	Article
Language:	English
Published:	Asian Academy of Management (AAM) 2000
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/35464/ http://eprints.usm.my/35464/1/5-2-5.pdf

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