Perceptions of Chinese and Indian Brand Personalities in Germany

The past decade has seen an increasing number of companies from emerging markets entering the international marketplace (Aulakh, 2007; Gammeltoft et al., 2010). In particular, many Chinese and Indian companies are going international (Alon et al., 2009; Hansen, 2009). Prominent examples include Haie...

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Bibliographic details
Main Author: Kreppel, Heidi
Holtbrügge, Dirk
Format: Book Chapter
Language: English
Place of publication: London Palgrave Macmillan UK
published in: Multinationals and Global Consumers pp. 225 - 254
ISBN: 9781349455492
1349455490
EISBN: 1137307293
9781137307293
Discipline: Business
Series: The AIB Southeast Asia Series
Subjects:
Online Access: available in Bonn?
Database: Database information not found
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