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Sources of brand equity in China: The role of brand mianzi and brand popularity

Lookup NU author(s): Professor Raffaele Filieri, Dr Elena Chatzopoulou


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Publication metadata

Author(s): Filieri R, Lin Z, D’Antone S, Chatzopoulou E

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: 47th EMAC

Year of Conference: 2018

Acceptance date: 05/03/2018

Publisher: European Marketing Academy