Abstract
… on multiple brand actors in the definition of a global brand. In our view, a global brand is one interpreted by brand … Accordingly, global branding refers to brand actors’ discourses on a …
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CITATION STYLE
APA
Zhiyan, W., Borgerson, J., & Schroeder, J. (2013). Global Branding, Fashion Systems, and Historical Culture. In From Chinese Brand Culture to Global Brands (pp. 18–56). Palgrave Macmillan UK. https://doi.org/10.1057/9781137276353_2
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