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

Giana M. Eckhardt, Michael Houston

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)68-82
Number of pages15
JournalJournal of International Marketing
Volume10
Issue number2
DOIs
Publication statusPublished - 1 Jun 2002

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