Cultural Paradoxes Reflected in Brand Meaning : McDonald's in Shanghai, China. / Eckhardt, Giana M.; Houston, Michael.

In: Journal of International Marketing, Vol. 10, No. 2, 01.06.2002, p. 68-82.

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)68-82
Number of pages15
JournalJournal of International Marketing
Issue number2
Publication statusPublished - 1 Jun 2002
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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