A cultural approach to brand equity: the role of brand mianzi and brand popularity in China - Filieri, Raffaele; Lin, Zhibin; D’Antone, Simona; Chatzopoulou, Elena (The journal of brand management, 2019)
Keywords: Brand equity; Brand loyalty; Business administration; Business and Management; Emerging markets; Humanities and Social Sciences; Management; Market strategy; Marketing; Original Article; China; Brand; Country of origin; Brand equity; Chinese culture; Brand popularity