Original language | English |
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Pages (from-to) | 68-82 |
Number of pages | 15 |
Journal | Journal of International Marketing |
Volume | 10 |
Issue number | 2 |
DOIs | |
Publication status | Published - 1 Jun 2002 |
Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China
Giana M. Eckhardt, Michael Houston
Research output: Contribution to journal › Article › peer-review