TITLE

Chinese web whispers

AUTHOR(S)
Ying Fan
PUB. DATE
February 2004
SOURCE
Brand Strategy;Feb2004, Issue 179, p52
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the study which examines whether brands take a localized or standardized approach online. Realization by global companies of the importance of Web sites in branding communications; Exemplifications of how to localize through the description of the Web sites of different global companies; Identification by the study of factors that influence the brand's communication strategy.
ACCESSION #
12283975

 

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