Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China
Author:
Funder
National Natural Science Foundation of China
Fundamental Research Funds for the Central Universities
China Scholarship Council
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
https://link.springer.com/content/pdf/10.1057/s41262-023-00323-y.pdf
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4. Arora, S., A.D. Kalro, and D. Sharma. 2015. A comprehensive frame work of brand name classification. Journal of Brand Management 22(2): 79–116.
5. Atkinson, L., and S. Rosenthal. 2014. Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising 43(1): 33–45.
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