Cultural paradoxes reflected in brand meaning: McDonald's in Shanghai, China

Journal of International Marketing

Volumn 10, Issue 2, 2002, Pages 68-82

  Eckhardt, Giana M ^a   Houston, Michael J ^b  

^a Australian Graduate School of Management   (Australia)

^b UNIVERSITY OF MINNESOTA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 11244343018     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.10.2.68.19532     Document Type: Article

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