Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	68-82
Number of pages	15
Journal	Journal of International Marketing
Volume	10
Issue number	2
DOIs	https://doi.org/10.1509/jimk.10.2.68.19532
Publication status	Published - 1 Jun 2002

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@article{5009385910b84107b0bbda336427327b,

title = "Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China",

author = "Eckhardt, \{Giana M.\} and Michael Houston",

year = "2002",

month = jun,

day = "1",

doi = "10.1509/jimk.10.2.68.19532",

language = "English",

volume = "10",

pages = "68--82",

journal = "Journal of International Marketing",

issn = "1069-031X",

publisher = "SAGE Publications Ltd",

number = "2",

}

TY - JOUR

T1 - Cultural Paradoxes Reflected in Brand Meaning

T2 - McDonald's in Shanghai, China

AU - Eckhardt, Giana M.

AU - Houston, Michael

PY - 2002/6/1

Y1 - 2002/6/1

U2 - 10.1509/jimk.10.2.68.19532

DO - 10.1509/jimk.10.2.68.19532

M3 - Article

SN - 1069-031X

VL - 10

SP - 68

EP - 82

JO - Journal of International Marketing

JF - Journal of International Marketing

IS - 2

ER -