Cross-cultural Consumer Behavior in Global Brand Strategy

摘要：

Under the circumstance of economic globalization and increasing tension of international competition, global brand strategy has been attracting much attention. A good one can be made only after a thorough inter-culture analysis with taking into full consideration the cross-cultural consumer behavior.

关键词： Global brand strategy Cross-culture Consumer behavior

作者: DU Haiyan

作者单位: Shandong Institute of Business and Technology

会议类型: 国际会议

会议名称: 2011 International Symposium on Technical Innovation of Industrial Transformation and Structural Adjustment(2010 技术创新、产业转型与结构调整国际研讨会)

会议地点: 烟台

会议语种:英文

页码: 187-190

在线出版日期: 2011-08-06（万方平台首次上网日期，不代表论文的发表时间）