Lei Zhang

University of Electronic Science and Technology of China (UESTC)

No.4, Section 2, North Jianshe Road

Chengdu, Chengdu

China

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Effective Strategies for Developing Meaningful Names and Associations for Co-Branded Products in New and Emerging Markets

Journal of Brand Management, Vol. 24, Issue 4, 2017
Number of pages: 13 Posted: 30 May 2018
Nanjing University, Western Michigan University, University of Electronic Science and Technology of China (UESTC), University of Electronic Science and Technology of China (UESTC) - School of Economics and Management and Nanjing Audit University
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Abstract:

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Ingredient co-branding, Brand names, Order effects, Brand equity, Emerging markets