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Western European Consumer Perception of a Chinese Brand. An Examination of Huawei

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Huawei Goes Global: Volume I

Huawei Goes Global provides a much-needed, comprehensive, and scholarly examination of the business environment and the striving global;

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Huawei Goes Global: Volume II

Huawei Goes Global provides a much-needed, comprehensive, and scholarly examination of the business environment and the striving global;

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Building Consumer Good Brands in China

next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed;

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The Huawei Story

Huawei was founded in 1987 by ex-military officer Ren Zhengfei and formed as a private company owned by its employees. Its core missions;

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Fashion Branding and Consumer Behaviors

the future of consumer research. Included in the coverage: A symbolic interactionist perspective on fashion brand personality and;

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Fashion Branding and Consumer Behaviors

the future of consumer research. Included in the coverage: A symbolic interactionist perspective on fashion brand personality and;

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Consumer-Citizens of China

interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to;

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Consumer-Citizens of China

interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to;

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Romancing the Chinese Characters in Classical Chinese Poetry

This book develops an understanding of ideogrammic method, how it evolved from a particular perception of Chinese characters and its;

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Huawei

giant called Huawei? What is the secret to Huawei's global success? In 1987, a 44-year-old man founded a telecom equipment-trading firm;

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Huawei

Huawei is a well-known Chinese Technology Giant listed in Fortune’s Global 500. Its founder, Ren Zhengfei, is a retired cadre of the People;

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Consumer Behavior in Asia

Understand the Asian consumer's demands and effective marketing strategies! The emergence of China as a viable consumer market has created;

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Consumer Behavior in Asia

Understand the Asian consumer's demands and effective marketing strategies! The emergence of China as a viable consumer market has created;

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Advances in Chinese Brand Management

scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area;

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Consumer Behavior, Global Edition

of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a;

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Brand Choice and Loyalty

allows a longitudinal examination of the cars owned by a person. This permits to gain insights on consumer behavior of durable goods that are;

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Opium and Western Perception of the Chinese abroad

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Consumer-Brand Relationships

consumers may form with brands, analyzes the transformation of an intended brand personality (i.e., intended by brand management) into a realized;

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Strategic Brand Management

management. Other elements like brand image, brand perception, brand awareness, brand equity, brand relation, and consumer relation are pivotal for;

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Energy Branding

of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a;

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The Huawei Way

considered an insignificant upstart bound for failure like so many other early tech companies, Huawei is now a $62 billion company employing 190,000;

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Time to re-think?

Today our world is branded. Creating a strong brand is not only for consumer goods anymore, but also for places and countries. A country;

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Brand New China

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising;

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Doing Business Successfully in China

Despite the overwhelming importance of the Chinese economy to the success of Western economies, there has yet to be an examination of why;

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Nature in Asian Traditions of Thought

consider what Asia has to offer. The first section provides an ecological world view as a basis for comparison. Subsequent sections include;

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Strategic Brand Management

management. Other elements like brand image, brand perception, brand awareness, brand equity, brand relation, and consumer relation are pivotal for;

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