Influence of cultural factors on brand drivers of customer equity—research on cultural differences between the US and China

@article{Shao2009InfluenceOC,
  title={Influence of cultural factors on brand drivers of customer equity—research on cultural differences between the US and China},
  author={J. Shao and Gui Tang},
  journal={2009 International Conference on Management Science and Engineering},
  year={2009},
  pages={744-751}
}
  • J. Shao, Gui Tang
  • Published 2009
  • Business
  • 2009 International Conference on Management Science and Engineering
While adapting to the cultural environment of target market country has become the key to success for international enterprises, little attention is paid to the influence of culture on customer equity management. The literature review of this paper introduces the theories of cultural differences and customer equity driving factors, analyzes brand and cultural factors and compares differences between Chinese and American culture. On base of these, the influences of culture on brand drivers of… Expand
1 Citations

References

SHOWING 1-10 OF 39 REFERENCES
Study on Customer Assets from a Relationship Respective
Valuing Customers
Understanding Cultural Differences
Customer Equity: An Integral Part of Financial Reporting
Customer relationship activities, relationship quality and relationship benefits: an empirical study in perspective of customers
...
1
2
3
4
...