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Keywords: Dual extension
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Journal Articles
Branding in China: Global Product Strategy Alternatives
Available to Purchase
Journal:
Multinational Business Review
Multinational Business Review (2009) 17 (4): 123–142.
Published: 11 November 2009
... with their usage. The four approaches include (1) dual extension, (2) brand meaning extension, (3) brand feeling extension, and (4) dual adaptation. We also provide examples of brands utilizing the different approaches. © Emerald Group Publishing Limited 2009 Branding Branding in China Global product...
