Branding Cultural Products in International Markets: A Study of Hollywood Movies in China

Volume: 84, Issue: 3, Pages: 86 - 105
Published: Mar 27, 2020
Abstract
Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteristics of these products, the authors develop a theoretical framework that integrates similarity, which focuses on how the translated brand name relates to the original brand name, and...
Paper Details
Title
Branding Cultural Products in International Markets: A Study of Hollywood Movies in China
Published Date
Mar 27, 2020
Volume
84
Issue
3
Pages
86 - 105
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